Strategy

• Determine key elements of the Allstate brand.
• Define how the Allstate brand could be consistently applied to written and verbal communications.
• Demonstrate brand application to internal advocates.
• Leverage advocates to take the program virally across the company.

Results

• Helped employees internalize how the brand translates to communications.
• Trained more than 2,500 communicators on brand voice application.
• Improved brand message performance on average by 27% across 16 divisions nationwide.
• Post-training audits showed 90% of performance improvement sustained after 12 and 18 months.

ComBlu's Role

• Identified core brand attributes.
• Developed a corporate brand voice that aligns with brand history and future business goals.
• Collected representative sample document and evaluated brand inclusion.
• Designed an engaging and interactive education seminar for key communicators.
• Delivered education to the communicators who produce 80% of customer and internal communications.
• Measured change in brand performance 60, 90 and 180 days after training.