The Challenge:
For over a century Great Eastern Insurance and its red lion has been one of the most recognisable icons of Insurance for Singaporeans. However as it grew from its humble roots it has not only had to reinvent itself time and again to stay relevant and contemporary, it has needed a beacon to steer its stakeholders towards a common voice. With so many people involved in championing the Great Eastern brand the brand team found that a lot of its internal stakeholders and external stakeholders like agents that represented the company were taking liberties in using brand assets and doing so wrongly.