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Cornish Mutual is the only general insurer based in the South West and has a unique history. It was formed in 1903 by a group of Cornish farmers looking for a better way of insuring their farms. They decided that by forming a mutual organisation, they could pool their money and provide effective insurance for each other at a lower cost.

Today, Cornish Mutual is still a mutual organisation. Customers automatically become “Members”.  With no shareholders, any profits are re-invested in the business, for the benefit of all Members. Over the last 20 years, Cornish Mutual has extended its insurance services to farms, homes and businesses across the rural communities of Cornwall, Devon, Somerset and Dorset.

Cornish Mutual appointed Brand Innovation to carry out a pivotal strategic project. This involved defining the unique brand values of Cornish Mutual and developing these into a long-term marketing strategy for their brand, with the aim of attracting new customers across the South West.

Using a combination of quantitative research and depth interviews with Members, we developed the Brand Model for the business and presented this to the Board. This was then translated into a Total Communications Plan, detailing how Cornish Mutual’s positioning should be delivered through internal and external communications, including advertising, website, literature, PR and events.

We went on to create all the content for the new website, incorporating a wide range of “Member Case Studies” which brought to life the exceptional service provided by the Cornish Mutual team. We also created the strapline for Cornish Mutual: Insurance that keeps its word.

The next stage involved writing the creative brief for the new advertising and devising proposed media plans. Brand Innovation also conducted focus groups to test the proposed new advertising among target customers and help refine the final executions for the campaign.

Lynn File steered a major piece of brand strategy work for Cornish Mutual.

Examining our current market position, with Lynn’s expertise we moved on to identify our competitive brand values via a comprehensive market research study, where Lynn oversaw the quantitative study and carried out a series of qualitative research groups for us.

This led to the development of an incisive new brand strategy which was based on an in-depth understanding of our customers, enabling us to enhance the offering to our market and relaunch all our brand communications, online and offline.

This work has established a strong and lasting brand positioning for the company on which we continue to build. Critical to the success of the whole exercise was Lynn File’s capability in delivering the propositions to stakeholders within the business, particularly our Board.

This was an excellent piece of work.

Alan Goddard
Managing Director, Cornish Mutual

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