Times change and so did the role of VNG Risk Verzekeringen (Insurances). The company became from intermediary in insurance products an independent risk advisor of municipalities. With the new name VNG Risicobeheer (VNG Risk Management) it is immediately clear how this role is being implemented today. The payoff "What if ...?" (In Dutch: "Wat als ...?). communicates the organization’s story quickly and efficiently to municipalities. Based on the theme 'risk' and 'what if', in addition to the modified name, Rebrandt also developed a book with a multitude of instructive risk management cases at municipalities. This useful publication in book form was immediately sold out on the 'Dutch National Town Day'. The industry immediately became familiar with the new approach and name of VNG Risk management. A good example of brand activation.