ManhattanLife – Policy Holders Campaign
ManhattanLife, a 170-year old, privately held insurance company, garnered the interest of brokers, industry players and policyholders after a series of high profile acquisitions. The Company seized this opportunity to conduct a rebrand and repositioning to better represent its contemporary value proposition and product offering to American stakeholders nationwide. As an industry independent, the new branding reflected ManhattanLife’s desire to differentiate from its corporate, publicly traded peers.
THE AXIOM™ process spanned discovery sessions, focus groups and one-on-one interviews with key influencers and subject matter experts. Upon completion, Axiom developed a unique tagline and logo identity. The new brand authentically reflected ManhattanLife’s independence, willingness to think differently and historic commitment to their policyholders and brokers. Axiom then rolled out an integrated marketing program that launched with a vibrant new website featuring custom illustrations, product videos, a brochure system, PPT presentation, a corporate brand animation 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.