Guidewire

Guidewire

Reclaiming Leadership in a Transforming Industry

Situation

Property & Casualty (P/C) Insurance is a $3 Trillion global market, and critical to stability in business and society. Guidewire, a software provider to P/C Insurance companies around the world, had successfully helped the traditionally conservative industry transition from 30-year old mainframe-based systems to more modern software for managing underwriting, processing and claims.

As cloud computing has made software innovation and delivery even more efficient, new competitors, large and small, began to challenge Guidewire’s leadership. Many of these competitors merely copied Guidewire’s approach, touting their cloud and hybrid capabilities. As the market leader, Guidewire needed to re-assert its vision and innovation to the industry.

guidewire

Strategy

Through interviews with Guidewire executives and customers, we discovered that the company has both the technology purpose-built for the industry and a culture strongly aligned with the interests of P/C Insurers. They are more than another software “vendor,” they aspire to be partners in bringing an entire industry forward. Rather than focus on the vague process of “business transformation,” an overused term, we worked with the Guidewire team to elevate the “why” it is in business, highlight the meaningful outcomes it enables for its customers, and the exclusive focus it has on the P/C industry. The resulting positioning statement was straightforward and powerful:

“We exist to deliver the software that P/C insurers need to adapt and succeed in a time of rapid industry change, and to ensure that every customer succeeds in the journey.

The ability to “adapt and succeed” among major disruptive forces such as changing market dynamics, evolving consumers’ needs, and the immediacy of mobile technology gives insurers a reason to believe in and trust Guidewire to help them evolve with the times. We supported the positioning statement above with specific audience messages, and a guide for rolling those messages out across the globe.

Results

The Guidewire culture is highly inclusive. We worked closely with the CEO, CMO and other executives to ensure the entire team believed in, and could carry out the positioning statement and key messages. We collaborated with design firm Sagehaus to develop a new identity for the company that suggests modernity and progress. Guidewire launched the new identity, brand promise and messaging on a new global web site to positive response around the world. Armed with this new story and renewed sense of purpose, the company has increased its market momentum. Gartner recently named Guidewire the sole leader in its 2016 Magic Quadrant for Property and Casualty Claims Management Modules, highlighting their vision and ability to execute.

Find out how we can help your organization.

Related Case Studies

LinkedIn

LinkedIn

In All Case Studies / Brand Architecture / Names and Naming Systems

Catalus Corporation

In All Case Studies / Names and Naming Systems / Positioning Strategy
UCSF_SoP Brand

UCSF School of Pharmacy

In Brand Research / Messaging Strategy / Positioning Strategy
Salesforce_brand

Salesforce

In All Case Studies / Brand Architecture / Identity and Brand Strategy / Names and Naming Systems

Revel Architecture & Design

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems / Positioning Strategy

Super Deluxe

In All Case Studies / Positioning Strategy

University at Buffalo

In Brand Research / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy

Credit.com

In Messaging Strategy / Positioning Strategy
coopervision

CooperVision

In Names and Naming Systems
Unison

Unison

In Messaging Strategy / Names and Naming Systems / Positioning Strategy
guidewire

Guidewire

In All Case Studies / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy
Lucid Motors

Lucid Motors

In All Case Studies / Messaging Strategy / Names and Naming Systems / Positioning Strategy
napa-valley-vintners

Napa Valley Vintners

In All Case Studies / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy
abilitylab-case-study

AbilityLab

In All Case Studies / Brand Architecture / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems
Rockefeller University

Rockefeller University

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy
Ripple

Ripple

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy
Luum Textiles

Luum Textiles

In All Case Studies / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy
The Mix @ SFPL

The Mix @ SFPL

In All Case Studies / Identity and Brand Strategy / Names and Naming Systems

UC Berkeley

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

VMware Partner Network

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

Steelcase’s Coalesse

In All Case Studies / Brand Architecture / Messaging Strategy / Names and Naming Systems / Positioning Strategy

Hilton Grand Vacations

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy

Santa Lucia Preserve

In All Case Studies / Brand Architecture / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems / Positioning Strategy

Buffalo Bill Center of the West

In All Case Studies / Brand Architecture / Messaging Strategy / Names and Naming Systems / Positioning Strategy

The Getty

In All Case Studies / Brand Architecture / Messaging Strategy / Names and Naming Systems / Positioning Strategy
University of California

University of California

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

ViaSat’s Exede

In All Case Studies / Brand Architecture / Names and Naming Systems

Centro

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy

UC San Francisco

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy
Caltech

Caltech

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy

Highmark/Allegheny Health Network

In All Case Studies / Brand Architecture / Brand Research / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy
NanaWall

NanaWall

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

Adobe Acrobat

In All Case Studies / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems / Positioning Strategy
Boeing

Boeing

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy
Date

November 11, 2016

Category

All Case Studies, Identity and Brand Strategy, Messaging Strategy, Positioning Strategy

Tags
brand promise, brand story, Guidewire, Identity, Messaging, P/C Industry, P/C Insurance, P/C Insurers, Positioning, Property & Casualty Insurance, Sagehaus