Why You Need Medivac & Travel Insurance

Do you need travel insurance when away from home? It is tempting to see this as an unnecessary cost, but traditional health insurance and credit card coverage remain very limited in “out of the ordinary” circumstances.

Here at Momenta, we require all our overseas workshop participants to get Medical Evacuation Insurance and we typically suggest purchasing travel insurance as well because so many of our students register for a workshop so far in advance.

We recommend Travel Insure coverage plans to help protect your trip and provide medi-vac insurance. This company offers the best and most affordable deals we have found and we use it for all our staff on our overseas adventures. You can estimate flight costs and incidentals and purchase a protection policy. The Cancel at Any Time policy provides the most complete coverage they offer to get your money back for the workshop fees, airlines, hotels, etc. should you need to cancel your plans unexpectedly.

Travel Insure has provided this special link for our customers:
http://www.travelinsure.com/what/selecthigh.asp?32984

— OR —

If you prefer to call on the phone instead, you can use the reference code: 32984*

*Travel Insure is currently available at +1 (800) 937‑1387 from Monday – Friday, 9 AM – 7 PM EST

Travel insurance comes to the rescue for a working travel photographer:

“I always thought travel insurance was a bit of waste, right up until I actually needed it,” said Jamie Rose, co-founder of Momenta.

“Dulles Airport was hit by a sudden snowstorm but my carrier kept delaying our flight but not canceling it. By the time it was cancelled, my husband couldn’t pick me up, the hotels were almost all booked, and everyone was standing at the gate screaming about re-bookings.

“I called Travel Insure’s emergency hotline. They instantly told me how to be reimbursed when I purchased emergency necessities, a taxi to my hotel, the hotel room at Dulles, and my hotel room which I pre-booked for my first night in India. The next morning, I emailed all my receipts and documentation needed and I had my reimbursement check before I returned from my trip. I was so impressed at how easy it was and try never to travel without their policies for business or personal trips.”

Travel insurance is a safe bet for most travelers in these types of unforeseen events:

Medical: In case of accident or illness, travel insurance covers out-of-network treatment, not only reimbursing costs but often providing assistance with finding a hospital.

Evacuation: Even if your health insurance policy covers all of your medical bills when abroad, they likely won’t cover transportation back to safety. Emergency evacuation can cost upward of $100,000 according to the CDC.

Dangerous activities: The majority of medical insurers and credit cards will not cover injury sustained while participating in what is deemed a “dangerous activity” which can sometimes as simple as swimming in the ocean!

Baggage: The SITA Baggage report notes that 21.6 million bags were mishandled in 2016 alone. Most travel insurers will cover mishandled luggage far beyond what may be included by the airline or your credit card, especially if you are carrying expensive equipment such as camera gear or a laptop.

Trip cancellation and delays: A trip may need to be cancelled for many different reasons, to say nothing of trip delays and cancelled flights. Within the US alone, under 80% of flights arrived on time in 2017 to date according to the DoT. The good news is some credit cards cover cancellation and delays, but the downside is only about 15% of credit cards do so. Travel insurance is a must in case of unforeseen circumstances or airline debacles.

What is… Brand Audience?

Your Brand Position is based on a foundation and that foundation is your Target Audience.

The target audience should be clearly defined but broad enough to encompass a strong working definition of the company’s customer base.

This part of the brand positioning process will most likely take the longest to complete. However, understanding your audience is vital to communicating with them effectively and successfully.

It’s not uncommon for a business to reanalyze and refocus the definition of their target audience later in company growth. Often, the initial definition of the target audience is overly broad or segmented. Narrowing the definition often helps the marketplace or audience recognize that messaging is being specifically directed at recipients.

This greatly enhances messaging.

To construct a strong definition of your Target Audience, you need to have a very good understanding of who makes up this group. This requires market analysis that offers a level of depth past the obvious. It also mandates reasonable research goals within time and budget constraints.

This type of research is a classic case of “completable” being better than “ideal” because true market research is an ongoing rabbit hole. Market research never ends but the understanding of your Target Audience will continue to grow as your brand expands.

In the best case scenario, it’s an ongoing project. But you have to start somewhere.

Overwhelmed yet? Don’t be. It’s much easier than you think, once the market research is completed.

Here are some samples of target demographic statements:

Adults 25-54 living in the southeast United States with annual household incomes ranging from $25,000 to $65,000.
Single custodial parents with one or more children under the age of 12 in the Midwest.
Single, urban women 18 -24 who participate in online multiplayer gaming activities three or more times per week.
Small business owners operating service companies with 10 or fewer employees in the United States.
Chief Financial Officers at Fortune 500 companies with an income of over $100,000 who travel frequently for work.

The previous statements could lead to Target Audience statements like this:

Old Spice Body Wash: “For the active young man who wants to smell fresh and clean after a strenuous workout.”

Flirty Girl Fitness: “The aspirational activity and clothing for fit, fabulous and youthful women who want to add sex appeal to their workout.”

Remember this guiding principle:

Knowing your target audience is imperative. Understanding them leads to success and growth.

Continue exploring our Branding Dictionary here: http://www.momentacreative.com/news/branding-dictionary

For more reading on Brand Audience, we recommend:

What is Target Audience? (article)
https://www.thebalance.com/what-is-a-target-audience-2295567

10 Ways to Learn About Your Target Audience (video)
https://youtu.be/YSSEZw3Kepw

Identifying Target Audience for Social Media Campaigns (video)
https://youtu.be/Mt1Z3M2NPBk

Jamie Rose is partner & COO of Momenta Creative. We nicknamed Jamie the “Fun Machine” at the office because of her infectious laugh and unending energy. Don’t let the sparkling personality fool you. Her sharp, plugged-in approach to communications is what landed her previous positions with companies like The New York Times and The Global Fund, and what makes her indispensable to our clients today.

Connect for a Quote.

What is… Brand Personality?

Brand Personality is set of human characteristics which act as the voice behind the brand’s values, attributes and competitive positioning.

One established, popular brand personality scale, designed to span products and companies, contains 15 traits organized into 5 factors:

Excitement: carefree, spirited, youthful
Sincerity: genuine, kind, family-oriented, thoughtful
Ruggedness: rough, tough, outdoors, athletic
Competence: successful, accomplished, influential, a leader
Sophistication: elegant, prestigious, pretentious

The establishment of brand personality allows the brand to be humanized and differentiated among competitors.

It gives your brand charisma.

Your brand personality should not be contrived.

Your brand personality should absolutely be authentic.

Let’s look at some famous brand personality samples:

Charles Schwab: Demystifying Investing… Demonstrating Great Knowledge and Expertise.
ESPN: An Authoritative Passion for Sports, Knowledgeable with a bit of Irreverence, Approach Sports Coverage from All Angles.
Harley Davidson: Rugged and Macho with Spirit of Adventure and Freedom.
Target Stores: Stylish & Trendy, Younger, Competitively Priced.

Start with these questions to help you get to the heart of your brand’s personality:

What personality have you established for your brand thus far?

How will your brand personality advance the strategic goals of the brand development?

Will your brand personality today be compatible with tomorrow’s goals & objectives for the brand?

Continue exploring our Branding Dictionary here: http://www.momentacreative.com/news/branding-dictionary

For further definitions of Brand Personality, we recommend:

Investopedia: Brand Personality
http://www.investopedia.com/terms/b/brand-personality.asp

What is Brand Personality?
http://www.managementstudyguide.com/brand-personality.htm

Definition of Brand Personality
http://kwhs.wharton.upenn.edu/term/brand-personality/

Jamie Rose is partner & COO of Momenta Creative. We nicknamed Jamie the “Fun Machine” at the office because of her infectious laugh and unending energy. Don’t let the sparkling personality fool you. Her sharp, plugged-in approach to communications is what landed her previous positions with companies like The New York Times and The Global Fund, and what makes her indispensable to our clients today.

Connect for a Quote.

What is… Brand Promise?

A brand promise is the commitment to deliver made between that brand and its audience. Brand promises are specific to the audience sector they speak to; persuasive, but appropriate to the audience.

The obvious use of a brand promise is to encourage the audience to buy the product or participate with your brand.

The efficacy of the promise depends entirely on whether it is believed and delivered upon. Just like the Brand Essence, you must take particular care to develop a promise that inspires, yet is supportable year after year. The promise should indicate what people can expect to receive from your organization in exchange for their money, partnership, or time.

While the brand promise must be crafted, and approved at the most senior level of the organization, it must resonate, and be understood by the most junior employee or removed stakeholder. Promises are made to be kept. Therefore, the brand promise should be carefully aligned with the company’s mission, future vision, and long-term strategic plan.

Finally, by it’s very nature, a carefully crafted brand promise should be should be believable.

To get you thinking about your brand promise, here are some examples from prominent brands:

The NFL: “To be the premier sports and entertainment brand that brings people together, connecting them socially and emotionally like no other”
Virgin: “To be genuine, fun, contemporary, and different in everything we do at a reasonable price”
Gillette Fusion ProGlid: “Against The Grain Closeness, Comfortably”
Geico: “15 Minutes Or Less Can Save You 15% Or More On Car Insurance”
Coca-Cola: “To inspire moments of optimism and uplift”
Google Chrome: “The Web Is What You Make Of It”
Mazda: “Zoom Zoom”

Just remember, a brand promise must be: Concise. Believable. Effective.

Continue exploring our Branding Dictionary here:
http://www.momentacreative.com/news/branding-dictionary

For further investigation of Brand Promise, we recommend:

The Best Brand Promise Examples We’ve Seen
https://stellaservice.com/the-best-brand-promise-examples-weve-seen-2/

The Brand Promise
https://www.youtube.com/watch?v=V_WLerIIhzE

Why Brands Need a Clear Promise
https://hbr.org/video/2919363906001/why-brands-need-a-clear-promise

Old Mutual’s Our Brand Promise
https://www.youtube.com/watch?v=m5QbI1DthRQ

Jamie Rose is partner & COO of Momenta Creative. We nicknamed Jamie the “Fun Machine” at the office because of her infectious laugh and unending energy. Don’t let the sparkling personality fool you. Her sharp, plugged-in approach to communications is what landed her previous positions with companies like The New York Times and The Global Fund, and what makes her indispensable to our clients today.

Connect for a Quote.

What is… Brand Essence?

Brand essence is the core characteristic which defines a brand. It is an intangible attribute that separates your brand from your competition’s brand by your audience.

It is emotional and based on feelings.

A brand essence is intangible for your audience, unique to your brand and, most importantly, reliable.

It is not a commodity, nor is it product related. It is the essential feeling evoked in your audience when they hear your brand name. It combines the attributes and benefits of your brand succinctly. Therefore, your brand essence should be boiled down to one or maybe two words.

Let’s look at some well known brand essence examples:

Visa = Everywhere
FedEx = Safe
Disney = Magical
REI = Adventurous

A brand essence is meant to be authentic. Likewise, it must be scalable to your overall brand’s growth.

For example, a brand may want to choose the word “personal” because your customer service is direct and individualized. However, examine the essence in relationship to the growth of your brand.

Will you be able to keep that feeling consistent if you were to increase your client load tenfold?
Do you want your audience to feel like they are dealing with someone on personal level for all their needs indefinitely?
Does “personal” relate to your products, both current and future?
Is this a reliable and sustainable claim?
Will your brand personality match “personal” as your brand essence?

Make sure your brand management team helps you pick an essence that doesn’t just feel right in the moment but also asks long-term strategic questions to help you define your brand essence for the goals of your company, small business, or nonprofit.

Continue exploring our Branding Dictionary here: http://www.momentacreative.com/news/branding-dictionary

For further investigation of Brand Essence, we recommend:

Brand Essence (article)
https://strategicthinker.wordpress.com/brand-awareness-differentiation-framework/

Discovering your Brand Essence (article)
https://www.brandingstrategyinsider.com/2012/04/discovering-your-brand-essence

LinkedIn: Brand Essence (gallery of articles)
https://www.linkedin.com/topic/brand-essence

Jamie Rose is partner & COO of Momenta Creative. We nicknamed Jamie the “Fun Machine” at the office because of her infectious laugh and unending energy. Don’t let the sparkling personality fool you. Her sharp, plugged-in approach to communications is what landed her previous positions with companies like The New York Times and The Global Fund, and what makes her indispensable to our clients today.

Connect for a Quote.

Why You Need Medivac & Travel Insurance

Do you need travel insurance when away from home? It is tempting to see this as an unnecessary cost, but traditional health insurance and credit card coverage remain very limited in “out of the ordinary” circumstances.

More Reading about Travel Insurance

What is… Brand Audience?

Your Brand Position is based on a foundation and that foundation is your Target Audience.

For more reading on Brand Audience, we recommend:

What is… Brand Personality?

Brand Personality is set of human characteristics which act as the voice behind the brand’s values, attributes and competitive positioning.

For further definitions of Brand Personality, we recommend:

What is… Brand Promise?

A brand promise is the commitment to deliver made between that brand and its audience. Brand promises are specific to the audience sector they speak to; persuasive, but appropriate to the audience.

For further investigation of Brand Promise, we recommend:

What is… Brand Essence?

Brand essence is the core characteristic which defines a brand. It is an intangible attribute that separates your brand from your competition’s brand by your audience.

For further investigation of Brand Essence, we recommend: