Juergen Graeber says that it's more than just a change of logo
It's also about changing the company's culture and market perception
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"Nourishing the ground for this brand to be effective" is the reason given by
the Managing Director of Compass Insurance, Angela Mhlanga for the
re-branding and re-launching of the company's corporate identity.
Compass Insurance specializes in niche underwriting insurance agencies that
focus their attention on specialized areas such as commercial property, marine
insurance and jewellery risk.
In 2008, the company wrote R796 worth of business, and will most probably
pass the R1 billion mark if things go according to plan this year.
"This is more than a logo," said the Company Chairman, Juergen Graeber, at
the launch of the company's brand positioning statement at the Park Hyatt. "It
is about how we see ourselves as a company, our values, our strategic objectives
and our vision. It is also about how the market perceives us."
Mhlanga said that the new logo encompasses the company's true values. "These
will be entrenched by what we are respected for in the market place: our belief
in mutually beneficial partnerships, professional work ethic and excellent
services levels," she added.
Compass Insurance has been in existence for around 15 years. "This
repositioning of Compass is to ensure future market growth, increased employee
performances and excellent results" said Graber. "It has been an exploratory and
exciting journey for The Board, management and staff, in which our vision and
strategy for the company has been clearly articulated."
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