Featured cases

2007


2001

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

The Gate Worldwide (NY)

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