Master Brand Campaign Frequently Asked Questions

Transcription

1 REPOSITIONING OUR BRAND Master Brand Campaign Frequently Asked Questions 1. Why do we need to reposition our Brand? Our Rock Solid Brand is not well understood. We re known for financial strength and stability, and we have strong assets to build on. But, the breadth and scope of our current assets are not well understood. 2. How are we viewed in the marketplace today? A 2010 brand audit conducted by Global Market Research across all major audiences revealed many Americans don t see Prudential for the dynamic company we are today. Perceptions skew toward a more conservative, dated image. They commonly think of us as stodgy, American, providing insurance only, with proprietary distribution, average product performance, not relevant to my needs to today, inflexible, financially stable and commodity follower. 3. What is the most common misconception about our Brand? Most people are aware of our Brand, but they have limited knowledge about what we do. They acknowledge our strength and stability, but they think of us as an old, stodgy brand with limited and irrelevant capabilities. 4. Why do we need to reposition our Brand now? The financial crisis has redrawn the competitive landscape and our company has momentum. It s growing, expanding its industry leadership and innovating with products, process and operating tools. As our chairman has said: This is now the era for our institutions the insurance and the retirement companies. When you take that macro picture, and then you specifically beam in on Pru, we re right at the top of this game. There s no other institution that s better positioned to capture this than we are. And that s not hyperbole or exaggeration, that s just the reality. 5. How did the work around repositioning the brand occur? Over a year ago, a US Marketing Council was formed to invigorate our brand and to drive preferred brand status in each of our US businesses. Christine Marcks, President of our Retirement Services business, is the executive sponsor of this Council, which comprises representatives from all of the US businesses, Global Marketing Communications and many of the other corporate areas.

2 NEW POSITIONING 1. What is our new positioning? Our new position statement is: At Prudential Financial, we inspire confidence. Across our businesses, we are committed to industry leadership, by always delivering on our promises with client-focused solutions. Our leadership is based on attracting and developing diverse talented people who thrive in a culture of innovation, and a strong heritage of insurance and investment expertise. MASTER BRAND CAMPAIGN 1. Why are we calling this initiative a Master Brand Campaign? Our Global Brand Strategy employs a master brand approach, which means all of our businesses come under the umbrella of our Rock and what it stands for. This campaign will support our Strategy, as it positions our brand in a modern, relevant and compelling way that will also work for all of the US businesses. 2. How will Brand and business specific campaigns be handled? We are integrating and aligning our Brand and business unit-level advertising/marketing campaigns to create more impact. The Brand campaign will focus on raising awareness, creating emotional engagement, and conveying the essence of our brand. The business unit campaigns will emphasize specific business outcomes, delivering detailed information, supporting and proving the Brand promise and reinforcing the Brand theme. 3. What are the objectives for our Master Brand Campaign? After doing research, the Marketing Council set out to reposition our Brand to clarify and expand perception. Specifically, the mandate is to invigorate our Brand and drive preferred brand status in each of our US businesses. The objectives for the campaign are to: 1) Define Prudential s purpose; 2) Balance our retail and institutional audiences; 3) Create new relevance for our Brand; 4) Shift the tone that we use to speak about our Brand; 5) Foster emotional connections with our Brand, and; 6) Explain Prudential s business model. 4. What is a 360 campaign and why are we adapting this approach? A 360 campaign is an integrated marketing approach leveraging online and offline platforms to effectively and efficiently drive key messages across many touch points and channels to create a uniform brand experience for stakeholders across our businesses. 5. What s the architecture of our Campaign? The architecture of the Campaign integrates a 360 o Brand and business unit-level advertising/marketing campaigns and will unify all domestic businesses. The Brand campaign will focus on raising awareness, creating emotional engagement, and conveying the essence of our brand. The business unit campaigns will emphasize specific business outcomes, delivering detailed information, supporting and proving the Brand promise and reinforcing the Brand theme. 6. What s our Campaign theme? The theme of the Campaign is Bring Your Challenges. As a company, we have been meeting the challenges of our customers for 135 years. And today, with our talented people, values-based culture, and industry leadership across our businesses, we are well-positioned to inspire confidence in meeting those challenges.

3 7. Does this mean we are no longer using "growing and protecting your wealth?" Yes, in the US, Bring Your Challenges replaces Growing and Protecting Your Wealth as tagline. 8. We've been using the "growing and protecting your wealth" tagline for about 10 years. Will "bring your challenges" be around for that long? The Marketing Council was charged with invigorating the brand and positioning for the next decade. Accordingly, the new positioning is intended to be used throughout this time. 9. Why did we decide to launch a new campaign? What was wrong with grow and protect? The financial crisis has redrawn the competitive landscape and our company has momentum. It s growing, expanding its industry leadership and innovating with products, process and operating tools. As our chairman has said: This is now the era for our institutions the insurance and the retirement companies. When you take that macro picture, and then you specifically beam in on Pru, we re right at the top of this game. There s no other institution that s better positioned to capture this than we are. And that s not hyperbole or exaggeration, that s just the reality. 10. What does the Campaign encompass? The Campaign is bigger than an advertising campaign. And, it s important to realize our brand is the sum total of all the experiences our stakeholders have with us inside and outside our firm. That means we need to address the experience what ultimately is the brand experience--we employees deliver to internal and external stakeholders. Because when we work for brand, the brand will work for us!!! INTERNAL CAMPAIGN 1. What do we mean by an internal campaign? Since this is 360 campaign, it requires alignment of all communications and experiences inside and outside the firm. Therefore, we are not only focusing on advertising and other external marketing activities, we are also concentrating on an internal campaign to raise awareness and understanding about what the campaign means for all employees. 2. What is our Brand Promise? Our Brand Promise is to inspire confidence in meeting challenges. This is because we are putting a stake in the ground when publicly say Bring Your Challenges. So, we have to be prepared to meet those challenges. But, we don t want to just meet them. We are raising the bar and we want to inspire confidence in meeting those challenges. 3. How is the Campaign theme tied to our Brand Promise? The campaign theme is founded on our ability to inspire confidence in meeting challenges, which brings together our talented people, values-based culture, and our many assets that drive our industry leadership. 4. Does the Campaign leverage our leadership and talent management initiative? Yes, the campaign aligns with the Chairman s vision to ELEVATE the quality of our leadership skills and the talent of our people. The capability of our people and strength of our leadership are the foundation that enables us to inspire confidence in meeting challenges.

4 EMPLOYEE ENGAGEMENT 1. What is the role of employees in the Campaign? We all have a role in the Campaign. We all address challenges every day. But, to really differentiate our brand and break out of the pack, we need to think about not only what we do, but also how we do it. And, we each need to determine the most impactful ways to bring our Brand Promise to life in order to drive our business. Each of us needs to inspire confidence in meeting challenges every day. 2. What s a Brand Champion? Every corporate brand needs champions. These brand champions are employees and are in the company. Champions impact, mold and convey the brand promise to various stakeholders. Our employees are going to drive the success of our Brand campaign. 3. What are we doing to develop Brand Champions? We want to build a culture of brand champions. This means we are striving to inspire employees so they understand how to impact our brand and our company. We are working to enable all employees so they believe and are passionate about our brand and our company. And, by doing this, our employees will transform the customer experience as they deliver a brand-aligned culture. 4. How can I inspire confidence in meeting challenges? You will be working with your manager to determine what you specifically need to do to contribute to inspiring confidence in meeting challenges. You will need to determine if what you do and how you it inspires confidence. If not, you will work with your manager and your team to determine how you ll need to adjust what you do. 5. What do we do if a customer brings us a challenge we can't meet? We inevitably will not be able to address all challenges. But, we may be able to offer guidance about how the customer can find a solution. USING VISUAL AND MESSAGING ELEMENTS OF THE CAMPAIGN 1. When do we have to change our marketing and collateral material to reflect the new campaign? Campaign Visual Identity Standards are now available on Brand Central. As you develop new materials prior to the Advertising Campaign launch in Q2, you can begin incorporating elements of the Campaign Standards that make sense. As an example, our Annuities business has a new product launch in Q1. So, they have converted the usual design of their brochures and sales materials to the dark blue and yellow that is characteristic of the new campaign. You will need to adapt all new materials once the campaign is launched. 2. Will we incorporate the new tagline into our business cards, s? No. The new tagline will not be incorporated into our stationery, business cards or , just as we have not incorporated Growing & Protecting Your Wealth. 3. Do the Campaign Visual Identity Standards replace the current Corporate Visual Identity Standards? No. The Campaign Standards complement and align with the Corporate Visual Identity Standards. The Corporate Standards are foundational to our Brand and are required for our businesses around the world.

5 GENERAL 1. Who can I contact if I have a question about the campaign that s not answered in these FAQs? Please send your question to the Branding mailbox. (In Lotus Notes in the To: line, type Branding; outside Lotus Notes, type branding@prudential.com).