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Ernest North's 2-Minute Taste-Test On Creating A Brand

Before you get stuck into the recipe, test your skills in this supa quick 10-step assessment below. Then, try again at the end to see your improvement. 

Click below to begin the assessment.

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Question 1 of 10

What was the fundamental change Naked Insurance wanted to make in the market?

A

Create an insurance company where profit doesn’t depend on customer claims.

B

Create an insurance company where customers are rewarded for not claiming.

C

Create an insurance company that is super sexy and cool.

Question 2 of 10

What assumption did Naked insurance make about its customers?

A

That they would prefer an insurance consultant visiting their home.

B

That they would choose insurance based on good branding.

C

That they would feel comfortable switching to a fully digital insurance offering.

Question 3 of 10

What does ‘Naked’ insurance mean?

A

Insurance that is in the nude.

B

Insurance that is pure, simple, transparent and straightforward.

C

Insurance that’s plain and cheap.

Question 4 of 10

How easy is it to sell insurance?

A

It’s easy, everyone needs good insurance.

B

You can sell anything if you slap a sexy brand on it.

C

Not easy, largely because the industry has a poor reputation.

Question 5 of 10

What are three Naked brand values?

A

Human, modern, naked

B

Transparent, human, honest.

C

Naked, modern, beautiful.

Question 6 of 10

Which one is NOT a marketing tactic Naked used to launch its brand?

A

Word-of-mouth marketing.

B

Public relations.

C

Email marketing.

Question 7 of 10

How did billboard advertising help generate brand awareness for Naked?

A

It signified that the company was large and credible enough to be trusted.

B

It attracted customers looking for car insurance.

C

It didn’t drive any sales and was a waste of money.

Question 8 of 10

How can entrepreneurs be more strategic with their marketing communication?

A

Use one marketing channel at a time.

B

Choose one message to communicate at a time.

C

Target one audience segment at a time.

Question 9 of 10

What advice does Ernest have for entrepreneurs who want to outsource their branding?

A

First codify your brand in a brand manual.

B

Don’t do it.

C

Find a specialist agency that shares your brand values.

Question 10 of 10

What is the single most important job of Naked’s designers?

A

To make things pretty.

B

To make things credible so the customer trusts the brand.

C

To make things easy and simple for the customer.

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