Zvika DelmanMarketing Strategy Director

Rebranding a Global Company

PROPERTY & CASUALTY

LIFE &ANNUITIES

WORKERS’COMPENSATION

FINANCIAL & COMPLIANCE

DECISION MANAGEMENT

DATA & DIGITAL

Innovative Software Solutions

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Why rebranding?

Our Challenge: 35 different product names

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IDITALIS

Stingray

PowerSuite

CompSuite

StoneRiver

URS

FRSClosed Books

Sapiens PORTAL

Sapiens DECISION

Sapiens INTELLIGENCE

Life Portraits

Life Apply

LifeSuite

4SightBI

Stream Claims

Adaptik Policy

Adaptik Billing

Stream BI

eFreedom

Power2Pay

CommonTools

ID3

And 8 Company Names

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INSECO

• Due to M&A strategy – 9 different websites

Mixed L&F

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• New naming

• New branding

• New global website

It’s time for a change:

AGENDA

Our brand name was and still is…

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The Process

Working in parallel paths

• Brand architecture• Naming architecture

• External vendor

• Internal workgroups (+ customers)

• Search for one vendor that can deliver both branding and implementation

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AGENDA

Find the vendor

• Write a detailed RFP• Targets

• Project content

• Platform & # of templates

• Interfaces (Google, SF, Marketo etc.)

• Accessibility

• etc.

• Narrow the list - 3 recommended vendors

• Mix business goals with gut feeling

• Choose one vendor for all deliverables

AGENDA

Create a project plan

Build a JOINT project plan with the vendor to deliver:

• Visual language

• Site map

• UX concept

• Visual items

• Website design

• Developed website

• Content insertion

• QA

LIVE WEBSITE

• Internal• Management • IT• Security• Legal• GDPR advisor• Accessibility

• Content• SEO

MARKETING IS MANAGING THE PROCESS

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Align with other vendors

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Visual language

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UX (axure)

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Website design (invision)

Write new content

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• Start early

• Conduct research on other sites

• Build relevant content templates

• Find the relevant resource

•Map the content

• Involve all stakeholders

• Approve all content

• Create one shared point of truth

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Mapping the content (e.g. product branch)

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Delivering the content

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Delivering the content – cont.

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QA phase

• React immediately

• Work methodology

• Involve relevant people

• Deliver clear message• Hebrew (if needed)

• Screenshots with comments

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Redirect

• Post-live activity

• Create detailed mapping

• If possible – make it simple

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The Result ☺

AGENDA

We developed a Master Brand Architecture

AGENDA

We focused on and built a master brand architecture to elevate

Sapiens value.

We launched One website for

all Sapiens products & services

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Launch plan

• Upgrading all marketing materials• Upgrading all relevant content• Internal campaign• External campaign• Content boost

Results = growing in website activity

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External & internal campaigns

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Conclusions

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• Start early• Manage the process• Internally & externally• Methodology • Monitoring

• Always consult• Find a reliable partners• One partner for the project

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Zvika DelmanMarketing Strategy Directorzvika.delman@sapiens.com