Using customer feedback to guide a new brand positioning.

When Media Logic began developing a new brand positioning for HAP, they knew right where to start: with consumers. Using quantitative and qualitative research, Media Logic uncovered a core set of themes which were then narrowed down, based on HAP’s current and future strategic goals.

The result was a credible and ownable positioning that showcased HAP’s ability to provide personal attention and treat customers like individuals. This positioning was then translated into a year-round branding campaign to help keep HAP top of mind as the insurance provider that takes healthcare personally.

Outdoor billboard. New brand positioning.
Outdoor billboard. New brand positioning.

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Account-Based Marketing (ABM) is not a recent innovation—Media Logic was applying its principles before the term existed. Today, 70% of B2B marketers have an active ABM program (REVNEW), reflecting its essential role in modern marketing strategy. While most B2B marketers hail success in driving revenue growth through ABM, the sobering reality is that 40–60% of […]