MetLife Launches New Global Brand Platform Driven by Customer Insights
October 20 2016 - 08:45AM
Business Wire
“MetLife. Navigating life together” Expresses
Customer Partnership
MetLife, Inc. (NYSE:MET) today launched its new global brand
platform under the tagline “MetLife. Navigating life together.” The
brand brings to life MetLife’s role as a trusted partner to its
customers as they navigate life’s twists and turns and includes an
updated visual identity, logo and tagline. This will mark the most
significant change to the MetLife brand in over 30 years.
Around the globe, change is happening faster than ever before.
MetLife conducted research among more than 55,000 customers
worldwide and found one universal truth: consumers are overwhelmed
with the pace of change and are looking for a trusted partner to
help them navigate these changes.
“To adapt to our changing world, we are re-thinking how we do
business. We are moving away from a traditional product-development
model to one driven by customer insights,” said Steven A.
Kandarian, chairman, president and chief executive officer of
MetLife, Inc. “Our new brand reflects our company’s transformation
and differentiates us in the marketplace, ultimately driving
greater value for our customers and shareholders.”
To remove the complexities traditionally associated with
insurance, MetLife is making substantial changes to its customer
experiences. The MetLife brand refresh will ultimately impact all
customer touch-points from the website to customer service to its
sales process to ensure a more focused, simplified interaction.
“We are embarking on a journey to upend the long-entrenched
norms of the insurance industry. We are focused on humanizing our
industry and designing every customer experience to reflect the
modern company we’re becoming,” said Esther Lee, global chief
marketing officer of MetLife. “Throughout our nearly 150 year
history, we’ve always played a very important role in our
customers’ lives. Today, we’re evolving our brand to express this
important role – our noble purpose – to be the trusted partner to
help our customers navigate their changing worlds.”
MetLife’s new visual branding is built around a clean, modern
aesthetic. The striking new brandmark brings contemporary blue and
green colors together in a symbol of partnership to form an M for
MetLife. The iconic MetLife blue carries forth the brand’s legacy,
but has been brightened and now lives alongside a new color – green
– which represents life, renewal and energy. The broader MetLife
brand palette expands to include a range of vibrant secondary
colors, reflecting the diverse lives of its customers.
As the company moves in this new direction, it will phase out
its use of Snoopy and the Peanuts Gang. “We brought in Snoopy over
30 years ago to make our company more friendly and approachable
during a time when insurance companies were seen as cold and
distant. Snoopy helped drive our business and served an important
role at the time,” said Lee. “We have great respect for these
iconic characters. However, as we focus on our future, it’s
important that we associate our brand directly with the work we do
and the partnership we have with our customers.”
MetLife will be rolling out the new brand globally through 2017.
The new design system is now live across mobile, social and web
properties. In the U.S., print ads will appear in the Wall Street
Journal, the New York Times and the Washington Post beginning Oct.
21 and new broadcast ads will be on air in December. Additional
advertising is running in Mexico, Korea and Japan.
More information can be found at www.metlife.com.
About MetLife
MetLife, Inc. (NYSE:MET), through its subsidiaries and
affiliates ("MetLife"), is one of the largest life insurance
companies in the world. Founded in 1868, MetLife is a global
provider of life insurance, annuities, employee benefits and asset
management. Serving approximately 100 million customers, MetLife
has operations in nearly 50 countries and holds leading market
positions in the United States, Japan, Latin America, Asia, Europe
and the Middle East. For more information, visit
www.metlife.com.
Note Regarding Forward-Looking
Statements
This news release may contain or incorporate by reference
information that includes or is based upon forward-looking
statements within the meaning of the Private Securities Litigation
Reform Act of 1995. Forward-looking statements give expectations or
forecasts of future events. These statements can be identified by
the fact that they do not relate strictly to historical or current
facts. They use words such as “anticipate,” “estimate,” “expect,”
“project,” “intend,” “plan,” “believe” and other words and terms of
similar meaning, or are tied to future periods, in connection with
a discussion of future operating or financial performance. In
particular, these include statements relating to future actions,
prospective services or products, future performance or results of
current and anticipated services or products, sales efforts,
expenses, the outcome of contingencies such as legal proceedings,
trends in operations and financial results.
Any or all forward-looking statements may turn out to be wrong.
They can be affected by inaccurate assumptions or by known or
unknown risks and uncertainties. Many such factors will be
important in determining the actual future results of MetLife,
Inc., its subsidiaries and affiliates. These statements are based
on current expectations and the current economic environment. They
involve a number of risks and uncertainties that are difficult to
predict. These statements are not guarantees of future performance.
Actual results could differ materially from those expressed or
implied in the forward-looking statements. Risks, uncertainties,
and other factors that might cause such differences include the
risks, uncertainties and other factors identified in MetLife,
Inc.'s most recent Annual Report on Form 10-K (the "Annual Report")
filed with the U.S. Securities and Exchange Commission (the "SEC"),
Quarterly Reports on Form 10-Q filed by MetLife, Inc. with the SEC
after the date of the Annual Report under the captions "Note
Regarding Forward-Looking Statements" and "Risk Factors," and other
filings MetLife, Inc. makes with the SEC. MetLife, Inc. does not
undertake any obligation to publicly correct or update any
forward-looking statement if MetLife, Inc. later becomes aware that
such statement is not likely to be achieved. Please consult any
further disclosures MetLife, Inc. makes on related subjects in
reports to the SEC.
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version on businesswire.com: http://www.businesswire.com/news/home/20161020005437/en/
For Media:MetLifeKim Friedman, 212-578-1524orFor
Investors:MetLifeJohn Hall, 212-578-7888
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