When you talk about that established order, you are talking about Zilveren Kruis from Achmea. Zilveren Kruis positions itself as your reliable knowledge partner. The website therefore radiates authority, trust and certainty, typical associations that fit De Wijze. They spread this knowledge through, among other things, handy checklists, answers to frequently asked questions, and their YouTube channel is full of informative animations. If you are not convinced yet, they have reserved a clear place in their communication for a bit of bragging - you can't blame them. Quality marks and customer satisfaction surveys confirm the reliability of Zilveren Kruis. De Wijze is on the border of the basic motives of autonomy and certainty. With this positioning, Zilveren Kruis appeals to a broad target group.
'Every person is one': Menzis clearly focuses on people, in particular caring for people. And for everyone: Menzis is there for all ages and people with all kinds of (care) backgrounds. They not only find caring for each other important from their own perspective as a health insurer, but they also try to stimulate caring for each other. For example, you can participate in a savings program where you get points if you take good care of yourself (or others), and with which you get a discount on your premium. In addition, service is a top priority, with personal and sincere attention at the forefront. So if we look at the diagram, we see that motives such as security and love are very important (see the 'Mens, wat ben je mooi' campaign). Menzis is a Caregiver par excellence.
archetype menzis
What the model clearly shows is on which guatemala phone numbers basic motives the brands are positioned and therefore also where opportunities for growth lie. For example, I think that Zekur still has room to grow by not focusing exclusively on young people, Zilveren Kruis can investigate whether a bit more lightness in the brand offers opportunities and Menzis could perhaps steal customers from Zilveren Kruis with a slightly different positioning.
It is therefore logical that brand strategists seek to connect with archetypal characters for their brands and try to frame stories in such a way that they take on mythological proportions.
Archetype and brand identity
Brand positioning should therefore not be separated from brand identity, the DNA of the organization. Greenwashing is fortunately completely out, if it was ever in anyway. Furthermore, an archetype is nothing more than a base. It is not yet communication or campaign, but of course it helps very well to get the brand character sharp and it provides a good discussion about what is really important to customers.
And who knows if Zlatan really has a Volvo? I'm curious about that, because credibility is of course an issue in communication.