brand-foundations

brand-foundations

Source of truth for Stoïk's brand foundations lives in Notion. This skill is the instruction set for fetching them at runtime so output skills, the orchestrator, and the team always pull the current version.

When to load this

• Any output skill that needs to ground messaging in mission, positioning, value proposition, or boilerplate.
• Any strategy or brief that references Stoïk's narrative.
• When the user asks "what is our brand foundation," "what's our boilerplate," or similar.

Do not invoke directly when the request is purely tactical (e.g., "fix this typo"). Foundation context has a token cost.

Notion sources (pinned)

The two strategic pillars (per the brand guidelines):

• "(Much) More Than Cyber Insurance" — value proposition tagline. Answers what Stoïk does. Can stand alone.
• "The CISO of Europe" — mission statement. Answers why Stoïk exists. Cannot stand alone, must be paired with context.

The English mission statement and brand guidelines live here:

Resource	Notion ID	URL
The CISO of Europe — Mission statement (EN, DE)	2dff15e1-b3e7-8078-84b6-e188996f3ebb	https://www.notion.so/2dff15e1b3e7807884b6e188996f3ebb
'The CISO of Europe' positioning (full reasoning, brand guidelines, boilerplates)	2b1f15e1-b3e7-8056-a32e-f59ad9784a49	https://www.notion.so/2b1f15e1b3e78056a32ef59ad9784a49
CISO of Europe 🌎 (FR mission statement)	2e1f15e1-b3e7-804e-a5e2-dac426467aa4	https://www.notion.so/2e1f15e1b3e7804ea5e2dac426467aa4
BE: CISO of Europe (NL mission statement)	2e9f15e1-b3e7-801d-b42e-ceb37a7f922b	https://www.notion.so/2e9f15e1b3e7801db42eceb37a7f922b
New mission statement — ES translations	2cef15e1-b3e7-804e-b46d-dfa7d9fdcaff	https://www.notion.so/2cef15e1b3e7804eb46ddfa7d9fdcaff
Stoïk Basics (parent reference page)	336f15e1-b3e7-8087-ba16-c4683a21a653	https://www.notion.so/336f15e1b3e78087ba16c4683a21a653

How to fetch

Always fetch via the Notion MCP using the pinned IDs above. Do not paraphrase from memory.

1. Use notion-fetch on the page ID matching the language requested in the brief. EN and DE both live on the main mission statement page.
2. If the pinned IDs return errors (page moved or renamed), fall back to notion-search for CISO of Europe filtered to the Marketing teamspace, then update this skill's pinned IDs.
3. For the FR/NL/ES versions, fetch the language-specific pages above. Confirm the translation is current; if visibly stale, surface to the caller.

What to extract

• Mission statement (full long form). Used in About Us pages, PR boilerplates, leadership content.
• Mission tagline ("Our mission is simple and bold: to be the CISO of Europe and play a meaningful role in building cyber resilience"). Used as a standalone line within longer narrative; never alone.
• Value proposition tagline by market:
  • 🇬🇧 More than cyberinsurance
  • 🇫🇷 Assurance et cybersécurité / Plus qu'une cyberassurance
  • 🇪🇸 Mucho más que un ciberseguro
  • 🇩🇪 Mehr als Cyberversicherung
  • 🇧🇪 🇳🇱 Verzekering en cyberbeveiliging
• 360° model components (cyber insurance, cybersecurity, in-house incident response, AI) and the role of each.
• Virtuous circle: every incident resolved deepens portfolio-wide understanding and reinforces protection.
• Company boilerplate (PR, About sections, broker scan reports). Pin the latest validated version from the positioning page.
• Differentiator: only European actor connecting underwriting, security technologies and in-house incident response in a single accountable organization.
• Audience framing: support millions of European SMEs without an in-house CISO; complement (not replace) CISOs in larger orgs by providing cross-portfolio intelligence.
• Broker positioning: brokers remain primary distribution. Platform helps them assess, explain and manage cyber risk.

Brand guidelines on usage

These are non-negotiable. The positioning page spells out:

• Tagline ("(Much) More Than Cyber Insurance") and mission ("CISO of Europe") play different roles and are not interchangeable.
• Tagline can stand alone in any touchpoint.
• Mission statement cannot live alone. Always pair with narrative, paragraph, slide, or verbal storytelling that explains what it means.
• Phase 1 of rollout (current): keep the local-language tagline on website, Pitch presentation headers, and marketing PDFs. Mission statement is being introduced through About Us pages, PR boilerplate, and LinkedIn descriptions.
• Phase 2 (later, once narrative is anchored): tagline transitions to "Stoïk | The CISO of Europe."

Output skills should respect Phase 1 rules until brand-foundations is updated.

Output shape

mission:
  tagline: <text>
  full_statement: <text>
  language: <code>
  notion_source: <url>
positioning:
  audience: SMEs and mid-sized orgs in Europe; brokers as primary distribution
  category: cyber MGA (insurance + security + incident response + AI)
  differentiator: only European actor combining all four under one accountable org
value_proposition:
  tagline_by_market:
    en: More than cyberinsurance
    fr: Assurance et cybersécurité / Plus qu'une cyberassurance
    de: Mehr als Cyberversicherung
    es: Mucho más que un ciberseguro
    nl: Verzekering en cyberbeveiliging
360_model:
  - <component>: <role>
boilerplate:
  pr_long: <text>
  pr_short: <text>
brand_guidelines:
  tagline_can_stand_alone: true
  mission_can_stand_alone: false
  rollout_phase: 1
last_fetched: <timestamp>

Gaps and TODOs

• TODO: confirm with Maike when Phase 2 of the brand rollout begins. At that point this skill should switch the tagline guidance.
• TODO: as the team produces customer-facing assets using the new mission, capture the strongest examples in the positioning page so the skill can reference them.
• TODO: an older Pitch presentation exists with French foundation content. Once a current version is consolidated in Notion or Figma, link it here so this skill can pull from a single source. (Outdated FR Pitch deck flagged 2026-05-10.)

Operational positioning rules (from FR Brand Platform)

The team's earlier French-language Brand Platform deck encodes operational rules that the CISO of Europe rollout has not yet re-stated. These remain useful for output skills until superseded. Source: Pitch deck "Brand platform (FR)" (URL on file with Maike), captured 2026-05-10.

Values

How Stoïk thinks of itself internally. Useful as cultural context for any first-person content (CEO posts, About Us, careers).

• Fiabilité (reliability)
• Mise en responsabilité (accountability / skin in the game)
• Désir de faire équipe (team-oriented, partnership)
• Quête permanente du progrès (continuous improvement)
• Ambition avec humilité (ambition with humility)

The "accountability" / "skin in the game" value maps directly to the CISO of Europe positioning ("we absorb part of the financial impact").

Three intersecting worlds

Stoïk's expertise sits at the intersection of insurance, cybersecurity, and tech. Each world has its own audience codes; output skills should respect the rule for whichever world the audience inhabits.

Insurance world — serious, senior, slow to adopt disruption. Stoïk has to earn credibility as a "real" insurance actor.

• Rule: do not bypass the broker. Brokers are primary distribution; messaging that goes around them damages the relationship.
• Rule: contextualize from the broker's point of view. Stoïk's first answer is to a broker need.

Cybersecurity world — anxiety-inducing, complex, technical. Stoïk wants to make it accessible.

• Rule: avoid the visual and narrative clichés (skulls, hoodies, anonymous masks, dark backgrounds, jargon-as-flex).
• Rule: opt for visuals and language that evoke protection and care.
• Rule: pair cybersecurity discourse with insurance content — the insurance angle is what makes Stoïk distinctive.

Tech world — Stoïk runs internally with a startup culture, but the insurance audience reads "startup" as immature.

• Rule: do not present as a "start-up" or "Insurtech" to insurance audiences.
• Rule: present as "first cyber MGA in Europe" / "agence de souscription spécialisée sur le risque cyber" — a mature insurance actor.

These rules are operational, not optional. Output skills should fail closed if they generate copy that violates any of them.

Broker positioning: the triptych

The deck's slide 19 codifies the recurring messaging structure for broker-facing content. Use this triptych whenever the brief targets brokers as the primary audience.

1. Souscription simplifiée — simplified underwriting.

   • Simplicity: external scan and in-house experts replace traditional questionnaires.
   • Speed: online quote in minutes for SMEs up to €50M revenue; full study within a week for mid-market up to €250M.
   • Sample broker quote framing: "Equipping my client portfolio with cyber insurance has never been this simple."

2. Prévention en continu — continuous prevention.

   • Pre-underwriting: scan report, security posture advice (even before clients are insured).
   • During the contract: monitoring tools that actively reduce risk (historical claim: improved risk posture for 56% of insureds in 2022; verify before reusing).
   • Critical vulnerabilities: in-house experts contact clients to flag and remediate.
   • Sample broker quote framing: "Cyber prevention strengthens my advisory role with clients."

3. Réponse aux incidents efficace — effective incident response.

   • Technical depth: only European cyber insurer with an in-house CERT.
   • Reactivity: 24/7 availability, sub-3-minute response time.
   • Recovery speed: average 12 hours from incident notification to closure (verify).
   • Sample broker quote framing: "My clients are defended by the most expert and reactive team on the market."

When generating broker-facing assets, follow this three-part structure unless the brief explicitly overrides it. The numbers (response time, posture improvement %, etc.) drift; flag any specific stat for pre-publish-qa (Phase 2) and re-fetch from the Notion source if available.

Two-track broker support

Slide 20 codifies why brokers like working with Stoïk, on two tracks:

Human track:

• Insurance experts close to brokers (former WTW, Hiscox, GAN, AIG, Allianz). Verify current numbers in Notion before quoting.
• Local presence across territories.
• Sales support: client equipment campaigns, training.

Technology track (Espace Courtier):

• Simplified underwriting (the triptych above).
• Contract lifecycle management.
• Demystified cyber risk: sales aids, webinars, DDA-eligible training.

Source-of-truth note

The Brand Platform deck above is older than the CISO of Europe rollout. Some elements have been superseded:

• Old mission ("Renforcer le tissu économique européen face à la menace des cyberattaques") → replaced by "to be the CISO of Europe and play a meaningful role in building cyber resilience."
• Old framing ("première agence de souscription spécialisée sur le risque cyber en Europe") → replaced or extended by "Europe's first cyber MGA, integrating insurance + cybersecurity + in-house incident response + AI."
• Old numbers (50 staff, 1,500 brokers, 1,500 companies) → replaced by current boilerplate (130+ specialists, 2,000+ brokers, 10,000+ companies, 6 countries). Always pull current numbers from the CISO of Europe positioning page.

The Brand Platform deck remains useful for the values, intersecting-worlds rules, broker triptych, and ToV adjectives that the CISO of Europe rollout has not yet restated. When in doubt, trust the CISO of Europe pages.

Cybersecurity and cyberinsurance note

Stoïk operates in regulated, high-trust categories. Brand claims that touch on coverage, risk reduction, or incident response carry compliance weight. Any output that uses brand claims from this skill must still pass pre-publish-qa (Phase 2). Specifically:

• Numbers in the boilerplate (broker count, company count, employee count, country count) drift. Always use the version on the Notion page; flag if the page itself looks stale.
• Funding history is sometimes referenced. Cross-check before publishing.