Proving Interpolis’ brand essence with a crystal clear naming system

Co-designed by Globrands, Interpolis has incorporated strategy into their naming as soon as they embraced clarity as their main differentiator. All their naming is descriptive - but distinctive within the insurance world.

Interpolis offering names follow a format that lets them clearly describe the product's function or purpose, but in wording you don't find in dictionaries like that. For clarity's sake and Interpolis being a Dutch company, all names are in Dutch.

This leads to Globrands-created names like Alles-In-Eén polis (All-In-One policy)for a comprehensive insurance package, or the BuitenDeDeur insurance for property during outdoor activities. ZorgCompact and ZorgActief are slightly different health insurance policies and AutoModus is a care insurance policy.

We call this kind of descriptive names in a distinctive language format semi-descriptive names. In this context, it has several advantages.

Clarity for consumers

Semi-descriptive names like these give consumers an immediate idea of what the product is for, making it easier for them to understand relevance and added value.

Product differentiation

Each product name is still unique and differentiates the product from other providers in the market, helping consumers make an informed choice.

Brand extension

This strategy provides flexibility to easily add new products to the range with a new descriptive name without weakening the Interpolis brand.

This form of naming has created its own brand language that is recognisable to Interpolis and contributes to its brand strength and Interpolis' core value of 'Crystal Clear.' Clear aligned naming that makes it easy for consumers to choose by quickly understanding the function and added value of each product, while new products can easily be added without weakening the Interpolis brand.The exclusive partnership between Rabobank and Interpolis, both part of the Achmea Group, further strengthens this strategy.