We have just completed a merger of four marine insurance businesses. Each are strong brands with rich histories, unique cultures and strong multi-generational client relationships. Owning these businesses does not guarantee they will work together successfully. We want you to define a purpose that will unite our new family… then build on this to develop a compelling proposition to disrupt the marine insurance market and a craft a strategic narrative to guide us on our journey under one brand: Lockton Marine.
The Lockton Marine proposition is unique. Lockton offers the detailed, high-touch service levels exemplified by its four legacy companies, powered by the global capabilities of Lockton, through a single point of contact for every client. Lockton Marine brokes globally, avoiding the need to service local P&Ls. Bringing global expertise to bear on local opportunities means they can say with confidence you don’t get one of us, you get all of us.
Our partner company Pangaea Creative was engaged in defining a new brand identity for the merged companies based around a horizon motif. We used this to support the idea that wherever in the world we are, we are united by our view of the horizon. This evolved into Lockton’s purpose – to create a global marine practice – unique in the marine insurance world.
We gathered leaders in Genoa to develop shared values. This resulted in a great set of words, and more importantly, a shared commitment. Together, we created a strategic narrative to align the purpose and values statements in a description of the journey that the newly merged group must take, in order to achieve its ambition to create a global marine practice.
We launched the new brand, the proposition, the values and the narrative ‘in one go’ at events in London, Genoa, Istanbul, Houston, Hong Kong and Bergen. These events were led by us and featured local managers and leaders. We witnessed very high levels of engagement and ownership as well as broad commitment to adopt Lockton Marine branding and behaviours. Cultural alignment is well under way and Lockton Marine is becoming a truly global organisation not only geographically but – crucially – behaviourally.
A re-branding is a great opportunity to reach beyond the look, tone and feel and include behavioural and strategic cues.
Multi-tasking in this way also minimises uncertainty and fear of change. Wrapping our culture change ambitions in the general merger and alignment work meant it was more readily accepted as part of a wider programme. Engagement levels remain high and there is every sign at time of writing that this will be a hugely successful intervention.