In 2017, Capital Works acquired the AON Insurance businesses in seven African countries, rebranding them as Minet Africa Holdings. To facilitate this transition, they partnered with The African Storyteller to develop a comprehensive brand positioning strategy. Key components included:
- Go-to-Market Strategy
Positioning Minet as a leading Pan-African insurance company, leveraging the team’s industry expertise to build trust with stakeholders.
- Acquisition Communications Management
Implementing a transparent communications strategy for employees, customers, government officials, media, and vendors to highlight the benefits of the acquisition.
- Government Relations Management
Engaging with government officials to demonstrate Minet’s commitment to socio-economic development and align its goals with national objectives.
- Media Relations Management
Developing a media outreach strategy to effectively communicate Minet’s mission and enhance brand visibility through partnerships with leading media outlets.
- Brand Reveal Launch Events
Organizing launch events in each market to unveil the new brand identity, aiming for endorsement from influential stakeholders to enhance credibility.
Overall, the strategy sought to establish Minet Africa Holdings as a trusted leader in the African insurance industry.