We wanted to come up with a name that supports new lines of business and works in conjunction with the core values of the GIA master brand.
SEATTLE, Wash. (PRWEB) March 30, 2016
Rocky Mountain Fire and Casualty, a stock company wholly owned by Grange Insurance Association (GIA), has been rebranded Granwest™ Property & Casualty.
“We are excited to integrate Granwest Property & Casualty into our overall vision for the GIA brand,” said Ryan Dudley, President and CEO of Grange Insurance Association. The company has been renamed to accommodate new and expanding lines of business, beginning with GIA’s introduction of its new auto program (Auto 2.0).
“A name is the first point of contact people have with a company,” said Steve Stogner, Vice President of Marketing. “As such, we wanted to come up with a name that supports new lines of business and works in conjunction with the core values of the GIA master brand.”
Stogner and his team embarked on an exhaustive process evaluating potential company names against a framework that included key criteria such as ease of pronunciation, familiarity of words and concepts, personality, appearance, and overall uniqueness.
“We wanted a solid name that our agents can stand behind and that reflects our capabilities,” said Stogner. “The word ‘gran’ is a shortened form of the Spanish word ‘grande’ which most people recognize as ‘great’ or ‘big.’ It is also from the Latin ‘grānum’ which means kernel or seed and is a nod to GIA’s strength in farming and agriculture. And ‘west’ is more than just a geographical concept; it is also a spirit, a sense of exploration and expansion that reflects our company’s 120 years of history.”
After being fully vetted internally, the name underwent full legal trademark screening. The process concluded with the decision to formally rename Rocky Mountain Fire & Casualty to Granwest Property & Casualty. The look and feel of Granwest Property & Casualty will mirror that of GIA; both companies will share the blue and green logo which was designed to represent a bridge between the company’s agricultural roots and its future as a financially strong and growing insurance company.
“The Granwest name has tested exceedingly well with multiple audiences,” said Dudley. “We are confident that it will serve our company, our agents, and our customers very well in both the short- and long-term.”
About Grange Insurance Association
Founded in 1894 and headquartered in Seattle, Washington, Grange Insurance Association is a regional mutual property-casualty company operating in six Western states (CA, CO, ID, OR, WA and WY). GIA offers auto, home, farm, orchard and vineyard insurance, and more. Learn about GIA’s history and services by visiting its website: http://www.grange.com.
About Rocky Mountain Fire & Casualty Company
Rocky Mountain Fire & Casualty Company offers personal and commercial insurance products. The company was founded in 1959 and is based in Seattle, Washington. Rocky Mountain Fire & Casualty Company operates as a subsidiary of Grange Insurance Association.