Co-create Brand Positioning
Context
Canada Life was looking to append their logo with a “positioning statement” that would provide a brief and high-level view of what the company does.
Research
We conducted online interviews using inca with a sample of Canadians across the country in March 2020. In order to build a fun and engaging experience for participants to co-create, inca used an interactive brand billboard so that the participants designed their own versions of the Canada Life brand and shared their rationale.
Participants created their own version of Canada Life brand positioning using this interactive brand billboard
Outcome
The study informed the decision of using “Insurance. Investment. Advice” as the positioning statement appended to the logo.