Featured cases

Case: Unum Group 2007


2007


2001
THE STORY

In 1999 Unum and Provident, leaders in corporate-benefit disability insurance in U.S./U.K. markets (and a competitor to Aflac), merged to become "UnumProvident." It was a name noteworthy for its awkwardness; and, if the cultures were uncomfortable with one another (as they were), it was guaranteed to prolong their mutual discomfort.  To make matters worse, the name decision was wrapped in American stripes... not too smart, for a enterprise with international growth aspirations.

In 2003 a new CEO took charge, Tom Watjen, who tackled such cultural problems as disunity, bloat, arrogance in the marketplace,  poor pricing discipline, and a challenged benefit-delivery reputation. Four years later, he could say "Given the progress we have made both operationally and financially in recent years, we are essentially a new company." Late in 2006 he commissioned a rebranding, to mark the transition from fix to grow.

The New York office of 'The Gate' won the competitive assignment. The parent name change decision, from UnumProvident Corporation to Unum Group, was followed by a logo launch and a new ad campaign. Beau Fraser of The Gate says "The logo walks a fine line between the stature and strength investors want to see, and the softer and more human side of the business, the company's focus on people."

Formal name: now Unum Group. Some units are Unum-branded, others (using Provident and Paul Revere and Colonial Life names) will be verbally communicated as Unum Group companies. An informational tag line, "Better benefits at work," helps to establish what Unum wants to mean.  Tony Spaeth

 


CREDITS

The Gate Worldwide (NY)


CASE INFO

Submitted by: Tony Spaeth, 25/04/2007
Status: Estimated by Tony Spaeth
Category: Insurance
Country (HQ): United States


MATRIX DATA

DRIVERS

  

TOOLS

Strategic driver: 90%   
Broaden scope/scale/visibility
  Remove limiting geographic association
 5%  x  Identifier tactics: Logo change: Wordmark-dominant
Broaden scope/scale/visibility
  Elevate public profile
 35%  x  Identifier tactics: Name change: Brand
    x  Identifier tactics: Logo change: Wordmark-dominant
    x  Identity system elements: Verbal elements: Tag lines
    x  Change event : High visibility: Campaign
Change internal culture
  Enhance pride & confidence
 10%  x  Identifier tactics: Name change: Brand
    x  Identifier tactics: Logo change: Wordmark-dominant
    x  Change event : High visibility: Campaign
Change internal culture
  Transfer affiliation from unit to parent
 10%  x  Identifier tactics: Name change: Brand
    x  Identifier tactics: Logo change: Wordmark-dominant
    x  Identity system elements: Unit signature system: Verbal or no endorsement
    x  Change event : High visibility: Campaign
Change expressed personality
  Renew/refresh public image
 20%  x  Identifier tactics: Name change: Brand
    x  Identifier tactics: Logo change: Wordmark-dominant
    x  Identity system elements: Verbal elements: Tag lines
    x  Change event : High visibility: Campaign
Change perceived composition
  Modify parental 'umbrella' presence
 10%  x  Identifier tactics: Name change: Brand
    x  Identifier tactics: Logo change: Wordmark-dominant
    x  Identity system elements: Verbal elements: Formal/legal names
    x  Identity system elements: Verbal elements: Affiliation descriptions
    x  Identity system elements: Unit signature system: Verbal or no endorsement
    
Functional driver: 10%   
Name weakness
  Increase name impact & recall
 10%  x  Identifier tactics: Name change: Brand
    x  Identifier tactics: Logo change: Wordmark-dominant