The Context
Can we develop an integrating and compelling CVP using existing information and knowledge from our various businesses?
A case study with Bupa
Can we develop an integrating and compelling CVP using existing information and knowledge from our various businesses?
The brand becomes more than just HBA and needs integrating CVP to render the brand meaningful across markets and sub-brands.
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
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.
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