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MetLife launches new global brand platform

Source: Asia Insurance Review | Nov 2016

MetLife, Inc has 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.
 
   “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 Mr Steven A Kandarian, Chairman, President and CEO 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.
 
Phasing out Snoopy
MetLife’s new visual branding is built around a clean, modern aesthetic. The striking new brandmark brings contemporary blue and green colours 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 colour – green – which represents life, renewal and energy. The broader MetLife brand palette expands to include a range of vibrant secondary colours, 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 Ms Esther Lee, global chief marketing officer of MetLife. “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.
 
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