Giving a heritage brand a new lease of life
Benenden Healthcare Society were the UK’s largest, low cost discretionary mutual healthcare provider for the public sector. However, their brand identity was outdated and membership acquisition was in decline, which meant the overall positioning and proposition needed to be revised.
OTB were appointed as the lead agency to provide strategic and research services, proposition evolution and rebrand implementation for their ‘Open Eligibility’ campaign.
Out of this work, ‘Benenden Health’ was born – a modern and accessible brand which pays homage to their roots. Our work strengthened their appeal and standing among current and future members, reminding them that Benenden are more than just a reliable healthcare provider.