BerkleyNetOur Brand Platform

Your Brand’s Essential Components

• Genesis• Intrinsic Abilities/Greatest Strength• Unique and Different• Customer Intersection• Brand Behavior• Sacred Cow• Promise• Soul• Strategic Concept

GenesisBerkleyNet was started by a small group of insurance

professionals with a vision and passion to unlearn yesterday’s business model in order to create the

model that’s right for today.

Industry leader W.R. Berkley, well known for his successful business model and his people first

approach, recognized the value of this new direction and its potential for serving people. Thus, BerkleyNet was launched as the 21st century model for underwriting.

Intrinsic Abilities/Greatest Strengths

A profoundly deep understanding of the needs and expectations of CSRs has enabled BerkleyNet to develop a

system that is inherently human in its ability to listen, respond, anticipate and adapt.

For CSRs, BerkleyNet means a powerful experience that lets them get business done now.

Unique and DifferentBerkleyNet is an organic, intelligent solution that reacts in real time to both marketplace change as well as the

constantly changing needs of customers.

BerkleyNet means immediate, intelligent assistance and support from people that really get it right.

Customer IntersectionOur customers value control and expect consistently good service delivered fast. Their time is important and they expect it to be respected and never wasted.

We value customers that recognize efficiencies, meet their commitments, and seek strong

business partnerships.

Brand Behavior

BerkleyNet is personable. Approachable, consistent, honest, responsive, and

accessible, BerkleyNet is like a trusted sidekick that is always there when needed, easy to confide in, and

always ready and able to do the right thing.

Promise

Immediacy.

We do what we say we’re going to do and we do it fast.

Soul

We are driven by our customers’ changing needs to make meaningful improvements in

the way they do business.

Strategic Concept

Right. The right people. The right solutions. The right process.

The right technology. The right experience. The right approach.

BerkleyNet is the right choice because it was specifically created to

break with the past and set things right.

Strategic Concept

Now. Time is our most valuable resource. Yesterday is over and tomorrow is too late.

Now is the only time that matters. Now is always relevant.Now is always constant.Now is simple and easy.

Now is right.

Strategic Concept

Right Now

Next Steps• Establish a brand positioning campaign

– Develop tagline that supports new brand position– Redesign BerkleyNet logo/icon to better reflect new brand

position– Create ad campaign to notify customers and prospects

about BerkleyNet’s new brand position– Develop specific communications to customers that

establish BerkleyNet’s new brand position– Create a press release that updates the marketplace to

BerkleyNet’s new brand position– Redesign BerkleyNet.com’s homepage to reflect new brand

position– Evaluate other customer facing communication (business

cards, customer service scripts, invoices, email signatures, etc.) for ways to further establish new brand position