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Rebranding: The Financial Rock, Prudential, in Uncertain Financial Times

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Economía y finanzasEmpresariales
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Repositioning The Rock Niharika Shah, Vice President, Strategy & Planning Prudential Financial February 7, 2012
Who is PRU?
True or False? A company that attracts top talent? 70% of affluent consumers have a favorable view of the brand? #2 in Fortune’s World’s Most Admired insurance companies? The industry pioneer in variable annuities? 64 on Fortune 500 and climbing? One of the top-performing financial stocks of the decade? One of the world’s largest asset managers?
The Challenge.
The campaign. Brief: Inspire Confidence Expression: Bring Your Challenges Purpose: A financial world that works smarter for everyone Objective: Force Reappraisal
The Opportunity.
7 DEMONSTRATING A VISION ENGAGING IN INNOVATION ACHIEVING BRAND UBIQUITY BEING RELEVANT ESTABLISHING AN ECOSYSTEM OF TOOLS Five behaviors of dynamic brands.
Demonstrating a vision.
Engaging in innovation.
Engaging in innovation.
Being relevant.
Achieving brand ubiquity.
Results.
Smart distribution. Views by Creative Paid Views Organic Views Paid + Organic Views Shares Share Rate Completion Rate % Organic Lift Nadine 1,080,185 310,722 1,390,907 1,692 0.16% 34.6% 29% Gary 780,493 78,837 859,330 289 0.04% 32.1% 10% Mujahid 730,227 87,974 818,201 237 0.03% 36.2% 12% Linda 719,319 78,426 797,745 299 0.04% 36.6% 11% Hermann 695,270 74,593 769,863 209 0.03% 32.9% 11% Total 4,005,494 630,552 4,636,046 2,726 0.07% 16%
Moving in the right direction. 3.50 4.50 5.50 Been Around a Long Time Strong Brand Name Positive Reputation Thought Leader Wide Range of Products Strong and Stable Strong Investment Research My Clients Can Trust Provides Guarantees Clients Appreciate Disciplined Investment Process Consistent Investment Performance Helps Clients Face Future With… Highest Ethical Standards Understands Client Needs Has My Best Interests In Mind Continues to Develop New Products Superior Performance Across Asset… An Essential Partner to My Business Nov-11 May-11
A dynamic and iconic brand. 1st 2nd 6th 3rd 8th
5 takeaways. Impressions Engagement Content delivery Content creation and distribution Share of voice Share of choice Persuasive messages Casual interactions Challenge Opportunity
Questions?

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Rebranding: The Financial Rock, Prudential, in Uncertain Financial Times

  • 1. Repositioning The Rock Niharika Shah, Vice President, Strategy & Planning Prudential Financial February 7, 2012
  • 3. True or False? A company that attracts top talent? 70% of affluent consumers have a favorable view of the brand? #2 in Fortune’s World’s Most Admired insurance companies? The industry pioneer in variable annuities? 64 on Fortune 500 and climbing? One of the top-performing financial stocks of the decade? One of the world’s largest asset managers?
  • 5. The campaign. Brief: Inspire Confidence Expression: Bring Your Challenges Purpose: A financial world that works smarter for everyone Objective: Force Reappraisal
  • 7. 7 DEMONSTRATING A VISION ENGAGING IN INNOVATION ACHIEVING BRAND UBIQUITY BEING RELEVANT ESTABLISHING AN ECOSYSTEM OF TOOLS Five behaviors of dynamic brands.
  • 14. Smart distribution. Views by Creative Paid Views Organic Views Paid + Organic Views Shares Share Rate Completion Rate % Organic Lift Nadine 1,080,185 310,722 1,390,907 1,692 0.16% 34.6% 29% Gary 780,493 78,837 859,330 289 0.04% 32.1% 10% Mujahid 730,227 87,974 818,201 237 0.03% 36.2% 12% Linda 719,319 78,426 797,745 299 0.04% 36.6% 11% Hermann 695,270 74,593 769,863 209 0.03% 32.9% 11% Total 4,005,494 630,552 4,636,046 2,726 0.07% 16%
  • 15. Moving in the right direction. 3.50 4.50 5.50 Been Around a Long Time Strong Brand Name Positive Reputation Thought Leader Wide Range of Products Strong and Stable Strong Investment Research My Clients Can Trust Provides Guarantees Clients Appreciate Disciplined Investment Process Consistent Investment Performance Helps Clients Face Future With… Highest Ethical Standards Understands Client Needs Has My Best Interests In Mind Continues to Develop New Products Superior Performance Across Asset… An Essential Partner to My Business Nov-11 May-11
  • 16. A dynamic and iconic brand. 1st 2nd 6th 3rd 8th
  • 17. 5 takeaways. Impressions Engagement Content delivery Content creation and distribution Share of voice Share of choice Persuasive messages Casual interactions Challenge Opportunity