Create a strong brand with Jobs-to-be-done: Assura health insurance
Assura, the #3 insurer for basic health care in Switzerland, has been a successful disruptor since its creation in the 70ies. Despite growing from 0 to 1 million customers, branding was never used as a growth lever and looked outdated.
Rasmus Quante, Marketing Director of Assura, will show:
- How Jobs-to-be-done was used to define a convincing brand narrative
- How the brand helped to align the company’s strong values and convictions with the unmet customer needs
- How the brand strategy was tailored to a need-based customer segment