True or False? #2 in Fortune’s World’s Most Admired insurance companies? One of the world’s largest asset managers? The industry pioneer in variable annuities? One of the top-performing financial stocks of the decade?70% of affluent consumers have a favorable view of the brand? 64 on Fortune 500 and climbing? A company that attracts top talent?
The campaign.Objective: Force ReappraisalBrief: Inspire ConfidencePurpose: A financial world that works smarter for everyoneExpression: Bring Your Challenges
Five behaviors of dynamic brands. DEMONSTRATING A VISION BEING RELEVANT ENGAGING IN INNOVATION ACHIEVING BRAND UBIQUITY ESTABLISHING AN ECOSYSTEM OF TOOLS7
Moving in the right direction. An Essential Partner to My Business Superior Performance Across Asset… Continues to Develop New Products Has My Best Interests In Mind Understands Client Needs Highest Ethical Standards Helps Clients Face Future With… Consistent Investment Performance Disciplined Investment ProcessProvides Guarantees Clients Appreciate Nov-11 My Clients Can Trust May-11 Strong Investment Research Strong and Stable Wide Range of Products Thought Leader Positive Reputation Strong Brand Name Been Around a Long Time 3.50 4.50 5.50
A dynamic and iconic brand. 1st 2nd 3rd 6th 8th
5 takeaways. Impressions Engagement Content creation and Content delivery distribution Share of voice Share of choicePersuasive messages Casual interactions Challenge Opportunity