ZAG by Marty Neumeier #1 Strategy of High-performance brands Com 459 Jeff McNeill Lyn Jang
Step #1 - Who are you? I am the NYL insurance company =life insurance company “ Customer’s loyalty” 1-3 Where does your passion lie? Community Place wherever people are 1-2 Where do you have the most experience? -life insurance & annuities -high quality products -product financial management -high level of personal satisfaction 1-1 Where do you have the most credibility? New York life insurance company for 190 years, the company keep, closed its door yesterday. NYL had a long history of helping to Provide security for individuals, families and businesses for 190years. It extend the brand to the all over the world. Closed with cash and assets worth in excess of 4 billion dollars, a sum the company says it will donate to causes that include third world education, and poor countries. By providing various life insurance, annuities and long-term care, they created the vital link between the company and its customers. The NYL kept #1 life insurance sales and customer loyalty in the U.S until this year. The NYL will be remembered as the best saver for people’s lives A future obituary for your brand
Step #2 - What do you do? We are here to make you be ready For Tomorrow State your purpose in 12 words Or less Satisfy people’s needs its security Help people to prepare their future Decide what your purpose Mutual life-insurance business ( Mutual fund, variable annuities, variable universal life insurance) Sell insurances What business are you in?
Step #3 What’s your vision? customers choices NYL OTHER COMPETETORS Paint a vivid picture of your future NYL is the they prefer most, and We will make customer keep us Go back and refine it further NYL named #1 in customer loyalty in2007 The Brand Keys Customer Loyalty Engagement Index, fielded annually in the spring and fall, currently examine customers' relationships with 362 brands in 55 categories. Test it on a real piece of communication A focusing on life insurance, we seek continued growth for successful asset accumulation product ( can’t deny the fact consumers Want accumulation product) - Annuity , mutual funds- And to grow long=term care business While remaining a life insurance company, we still have to furnish Quality equity products for our agent to make available to their prospects and clients. How can you make this vision palpable and exciting? Make consumers want our product Make consumers say NYL products is the one they trust What do you want to accomplish in 5,10 or 20 years
Step #4 What wave are you Riding? -become a financial supermarket -join the parade to Wall Street -remain a life insurance company -remain a mutual company Make a list of the trend s that will power your success Yes, but we don’t- remain a life insurance company instead of becoming a financial supermarket and remain a mutual company instead Of joining the parade to Wall Street. Can you ride more than one trend at a time? Those tends within the industry have been forcing such profound change How powerful is it? SOCIAL NETWORKS OPPENESS AFFORDABLE LUXURY LONGEVITY What trend is powering your business?
Step #5 Who shares the Brandscape Central to our success are our New York Life agents, who are widely recognized as the best-trained professionals in the industry. Our agents have the ability to understand each customer's objectives and draw upon New York Life's products to best address those objectives. Design a strategy to become Number one or two, Or, become the First mover in a new category NYL is the best insurance company Find out how Your brand ranks With customers 1) NY Life 2) ING 3) The Hartford 4) MetLife 5) Travelers Who comes first, Second, and third in Customers’ minds? THE HARTFORD ING Who else Competes in your Category?
Step #6 What makes you the “ ONLY ” The First Choice Since 1845 For more than 160 years, New York Life Insurance Company's unwavering financial strength and time-tested investment strategies have provided consistent value and solid financial protection for our clients and their families. Since becoming the first American life insurance company to pay a cash dividend to policyholders in the mid-1800s, New York Life has continued to build a history of innovation — enhancing our existing product lines, creating new financial products, and maintaining a diversified portfolio to best accommodate our customers' changing needs and lifestyles. Central to our success are our New York Life agents, who are widely recognized as the best-trained professionals in the industry. Our agents have the ability to understand each customer's objectives and draw upon New York Life's products to best address those objectives. As you seek financial security for yourself and your loved ones, you want the best: A strong and vital company with a competitive product line and a superior sales force that is committed to providing personal attention to your individual needs. IN AN ERA OF WHEN As life expectancies increase and the population ages, people’s need for protection is balanced by their need for wealth. WHO WHY In home court, life insurance market filed, IN WHERE People who have family, children. Targeting on around 50 yrs old- no tax after 59.5 years old FOR WHO While other companies rush to offer financial service, taking their eye off the ball; no more focusing on life insurance, the key product, we are focusing on life insurance where other top competitors lose market share . THAT HOW Focusing on life insurance, seeking continued growth for successful asset accumulation products-annuities and mutual funds- and grow long-term care business THE ONLY WHAT
Step #7 What should You add or Subtract? <ul><li>NOTHING </li></ul><ul><li>MORE ONLINE SERVICES </li></ul><ul><li>OUTSOURCING </li></ul><ul><li>MORE CUSTOMER SERVICES </li></ul>SUBTRACT ADD
Step #8 Who & WHY loves You? CUSTOMERS WHY? Business process( innovation &adaptation) -operating business Integration platforms = Agent= Product service Channels Value Community experience platforms Create promises Target market - Customer platforms To reach loyal customer, supplies Perceive value GIVE LOYALTY, VALUE, BEST SERVICE CUSTOMERS GIVE HOW?
Step #9 Who’s the Enemy? NYL The Hartford C ustomer service history NET IMCOME Financial services Agent # NYL The Hartford $650 $0550 32.700 11000
10. What do they call you? Is your name Helping or Hurting your brand? If it’s hurting, is there an opportunity to change it? If it’s too late to change it, is there a way to work around it? Is it suitable for brand play? Does it have creative" legs’ Choose a name that's different, Brief, and appropriate Make sure it’s Easy to spell and pronounce Find out if the name can be used as a url Determine how easy or difficult if will be to legally defend Helpful It is suitable for brand play, we are New York Life and if you have a respected brand name with life in it, what better business to be in? Easy to spell, pronounce, this name has been used for 160 years
Step #11 How do you Explain Yourself? What’s the one true statement you can make about your brand? Avoid any commas or “ands ” Craft a true line that Tells why your Brand is compelling Turn your trueline Into a tagline to use With customers #1 in Customer loyalty, #1 in life insurance sales THE COMPANY YOU KEEP NYL is always fulfilling customer’s needs
customer Friends how know our brand TV ads Agents =the word mouth Become curious about our brands Step #12 How do Spread the word?
Step # 13 How do people Engage with you? What are you selling and how are you selling it? Which touchpoints will let you Compete in white space/? Map your value proposition against those of your competitors Discover customer touchpoints where You will be unopposed See which competitive areas you can avoid entirely Any individuals, selling life, insurances, investment annuities, long terms care insurances, mutual funds, retirement income, health insurance International markets, focusing on mutual funds <ul><li>By remaining a life insurance company and sticking with </li></ul><ul><li>our competencies, we remain a big fish in a small pond as a major life insurance company, which </li></ul><ul><li>We feel is preferable to becoming a small fish in a big pond, </li></ul><ul><li>Competing with Citigroup and Merrill lynch. </li></ul><ul><li>Simply doing what we do best in domestic </li></ul><ul><li>Markets and emerging markets is our most likely avenue for success </li></ul><ul><li>Mutuality differentiates us from the market. As more and more </li></ul><ul><li>Companies demutualize, mutuality confers a level of </li></ul><ul><li>Uniqueness. It allows our agents to go back and tell clients and prospects that we’re one of the few companies that remains a </li></ul><ul><li>Policyholder company, and the becomes a marketing advantages. </li></ul>
Step # 13 How do people Engage with you? W e are in the <ul><li>Number One Customer Service </li></ul><ul><li>Top Rated Web site & Online Customer Service </li></ul>PRODUCTS WE CARRY -LIFE INSURANCES -ANNUITIES - LONG TERM CARE INSURANCE -MUTUAL FUNDS WE SELL THEM THROUGHOUT TRAINED AGENTS ONLY insurer in the market to declare a dividend on its long-term care insurance products