Using customer feedback to guide a new brand positioning.

When Media Logic began developing a new brand positioning for HAP, they knew right where to start: with consumers. Using quantitative and qualitative research, Media Logic uncovered a core set of themes which were then narrowed down, based on HAP’s current and future strategic goals.

The result was a credible and ownable positioning that showcased HAP’s ability to provide personal attention and treat customers like individuals. This positioning was then translated into a year-round branding campaign to help keep HAP top of mind as the insurance provider that takes healthcare personally.