BUPA New CVP Development | Ruby Cha Cha

BUPA New CVP Development

NPS Medicinewise Brand Architecture
July 7, 2017
Australia Pork Christmas
July 7, 2017

BUPA New CVP Development

THE CONTEXT

Can we develop an integrating and compelling CVP using existing information and knowledge from our various businesses?

THE CHALLENGE

BUPA becomes more than just HBA and needs integrating CVP to render the BUPA brand meaningful across markets and sub-brands.

THE JOURNEY

Stakeholder interviews and SWOT homework from separate entities

Workshop 1: Today and CVP draft and road map setting – key entity representatives

Workshop 2: CVP finalization and alignment to shared vision/values of merged entities

THE RESULTS

Desk research and workshop series allowed us to build from consumer truths to unique and compelling CVP in two weeks.

CEO presented the new CVP which the business has adopted and rolled out into touchpoint understanding and internal communications investigation.

ABOUT THE AUTHOR:
ELLEN BARON

CEO - Expert in consumer psychology, semiotics, ethnography and the Real Housewives of Melbourne.