LASACO Assurance is using its corporate social responsibility (CSR) strategy to deepen customer relationship by creating exceptional positive image in the minds of the target audience. To this end, the company is clearly focused on building strong brand personality to align with its corporate vision. The areas of focus for the brand are security and education, which are critical platforms to contribute meaningfully to the society.
Experts say it has become imperative for brands to deepen equity in order to communicate their values and build strong brand identity. This is also very important in order to build socially relevant brands to gain a positive projection, and most importantly for insurance companies because of high level apathy and insurance gap.
To deepen its brand equity, LASACO Assurance recently partnered the elementary school feeding programme o’ meal of Osun State. Through this significant partnership, the company fed 10,000 students in one day. This is a vantage platform to build share of voice and generate good will. It was also a strategic avenue for LASACO to connect directly with the students who are future leaders of the country.
Olusola Ladipo-Ajayi, group managing director/CEO, said “LASACO is determined to show more interest in the wellbeing of the children as they are the future leaders of Nigeria. We are building a socially relevant brand that impact lives positively.”
The goal of the LASACO brand is to deliver exceptional stakeholders value by offering first-class innovative products and services. Beyond its service offerings, the brand is poised to become a socially relevant brand that places huge premium on societal development, Ladipo- Ajayi said.
LASACO had in the past donated to the Lagos State Security Trust Fund (LSSTF), underscoring its avowed commitment to remain a good corporate citizen. This is a strategic avenue to build a strong and virile brand that is relevant to the society.
Some years back, the underwriting firm donated block of classrooms to schools in the Ikorodu Educational District and also renovated the staff block of another. The brand is sustaining its pedigree as a good corporate citizen, which distinguishes it from others. LASACO is poised to raise the bar further by identifying other areas to build affinity and promote positive causes in the society.
