Case Studies

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Abentras, formally Wingate Insurance Group, is a perfect example of brand evolution. While the company specializes in providing benefit administration services for medium to large companies, the former name did not convey that, rather was perceived as a business that sold life, home and auto insurance policies. Given the misunderstanding and confusion in the marketplace, it was necessary to consider evolving the name and brand to better reflect the nature of their business and services offered. Shane Harvey analyzed the company's history, their competition, their current clients and future prospects, products and services, and determined that Wingate had to change from a “family named” organization to a brand that had national, corporate tone to compete in this service arena. Without resistance and with trust in our recommendation, Wingate Insurance Group is now Abentras.




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