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Forte announces a brand refresh to signal next stage in evolution

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HE Bou Chanpirou (centre left), Youk Chamroeunrith (centre right) and Sharliza Rahman (second right) unveil Forte’s brand refresh. Heng Chivoan

Forte announces a brand refresh to signal next stage in evolution

Forte, Cambodia’s largest general insurer, on November 18 unveiled a refreshed logo and new “Live with Confidence” tagline to mark the next phase of the company’s growth.

The fast-growing insurer presented its brand refresh at a glittering event at Rosewood Phnom Penh attended by guest of honour HE Bou Chanpirou, director-general of the Insurance Regulator of Cambodia, Forte top management and other distinguished guests.

The brand development and new tagline – “Live with Confidence” – is a manifestation of the company’s leadership in the insurance sector to take a stand on sustainable growth and building capacity in people, while humanising insurance and financial services in an empowering way.

As part of its brand refresh, Forte has sharpened its vision, mission and values to emphasise its focus on providing innovative customer-focused products and services, as well as expanding its general and life insurance offering across more markets in the region.

Charles Cheo, Forte group executive chairman, said: “Forte has built our success upon being customer-focused, forward-thinking and innovative over the past two decades.

“We believe that building stronger brand equity, coupled with our strong financial outlook based on our ‘AA’ Global Credit Rating Co ranking in terms of national financial ratings, will add value for our shareholders and transform Forte into a regional player.

“We look forward to even more successful decades to come.”

Forte took an empathetic approach, investing in research to understand the public’s perceptions of what Forte does well, where opportunities existed and what people really wanted from insurance providers in order to differentiate their services in the market.

Youk Chamroeunrith, Forte group CEO, said: “It’s time for us to move forward and modernise for today’s digital age.

“Our refreshed brand identity signifies confidence and optimism in moving forward as one Forte family with a strong purpose, aligned with our vision to protect and empower everyone in the region for a better future – one person, one business at a time.”

In the coming months, Forte will be rolling out its refreshed brand identity in stages across various touchpoints, as well as launching a regional brand campaign in Cambodia and Laos.

Sharliza Rahman, Forte chief brand and digital officer, said: “We have evolved Forte’s brand and messaging to better reflect who we are today and to match our ambitions for the future.

“Our brand evolution has to be done sensitively while staying true to our heritage and history.

“Alongside some recognisable elements we have also incorporated new visual devices to give our brand a dynamic and confident new look.”

Founded in Cambodia in 1999, Forte has remained true to its mission to provide innovative customer-focused products and services, build capacity in people and contribute to the progress of the insurance industry in the markets it operates in.

“What we are doing is not simply a rebranding exercise or a marketing campaign.

“It signals our intent and commitment to empower people by providing them with a safety net which enables them to have the courage to achieve their aspirations,” Rahman added.

Since its founding in 1999, Forte has developed the largest market share in Cambodia for general insurance, expanding into life insurance in 2019.

It has achieved regional recognition as “Domestic Insurer of the Year” at the Insurance Asia Awards for a second time, as well as been honoured as “Best General Insurance Company in Cambodia” by Global Banking and Finance Review eight years in a row.


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