ManhattanLife – Brokers Campaign
Seeking to capitalize on growth opportunities at hand and on the horizon, ManhattanLife, a 170 year old privately held insurance company, commissioned Axiom to execute its marketing strategy profiling process, THE AXIOM™, develop a new corporate identity and brand positioning, plus provide relevant content and marketing tools to their valued policy & annuity broker producers in time for their yearly 4th quarter sales push.
After facilitating discovery sessions with executive leadership, charter senior management and top-performing broker producers, Axiom developed a marketing strategy profile, brand positioning, new logo identity and the tagline “Standing by You. Since 1850.™” A content rich dedicated microsite was developed and promoted to producers via a graphic email campaign. The microsite provided sales tools such as elevator pitch cards and brand stories, plus promo items to create enthusiasm for the new branding including caps, polos and more.
“At our core, ManhattanLife is a reliable, independent insurance company rigorously focused on providing policyholders with the life affirmations of health, wealth and security. The rebrand of our company was an insightful process and tremendously gratifying in that our new identity and tagline authentically reflect our legacy and who we are today.”
– David Harris, Chief Executive Officer
THE AXIOM™ Marketing Strategy Profile is both a process and a deliverable — and it serves as the foundation and guidance for any subsequent, fundamental branding initiatives. Through this process, THE AXIOM identifies the brand truths of positioning and persona. THE AXIOM often also provides a customized tactical rollout plan to support and nurture the resulting new brand.