prudential’s global brand strategy · visual identity and discipline ... as symbolized by our...

Prudential’s Global Brand StrategyPrudential’s Global Brand StrategyPrudential’s Global Brand Strategy

As of February 13, 2008 2

AgendaAgenda

BackgroundBackground

Global Brand StrategyGlobal Brand Strategy

Visual Identity and DisciplineVisual Identity and Discipline

Corporate MessagingCorporate Messaging

Culture and ExperienceCulture and Experience

Closing ThoughtsClosing Thoughts



•• Distribution now primarily relies on intermediaries.Distribution now primarily relies on intermediaries.

•• International presence is growing rapidly.International presence is growing rapidly.

•• A broader “grow and protect” positioning. A broader “grow and protect” positioning.

•• Strong awareness in the US.Strong awareness in the US.

•• The public may not be certain about what we stand for or how to The public may not be certain about what we stand for or how to do business do business with us.with us.

•• We have many different names and brands. We have many different names and brands.

Prudential’s business has diversified, we’re performing well, yet we are missing an opportunity.


Branding Initiative: ObjectivesBranding Initiative: Objectives

1.1. Develop a comprehensive Global Brand strategy.Develop a comprehensive Global Brand strategy.•• Aligned with our Business strategy and corporate Aligned with our Business strategy and corporate

objectives.objectives.

2.2. Build a powerful Brand asset.Build a powerful Brand asset.•• Drive sales and build shareholder value.Drive sales and build shareholder value.•• Flexible to adapt to local markets, regulators, and Flexible to adapt to local markets, regulators, and

competitive pressures.competitive pressures.•• Foster a culture that will enhance the value over time.Foster a culture that will enhance the value over time.


Our Mission, Vision, Strategy & ValuesOur Mission, Vision, Strategy & ValuesOUR MISSIONOUR MISSION

Help our customers achieve financial prosperity and peace of minHelp our customers achieve financial prosperity and peace of mind.d.

OUR VISIONOUR VISIONDistinguish Prudential as an admired multinational financial serDistinguish Prudential as an admired multinational financial services leader, vices leader, trusted partner and provider of innovative solutions for growingtrusted partner and provider of innovative solutions for growing and protecting and protecting wealth. wealth.

OUR STRATEGYOUR STRATEGYCapitalize on our unique combination of life insurance and assetCapitalize on our unique combination of life insurance and asset management management expertise to enable individuals and institutions in our chosen mexpertise to enable individuals and institutions in our chosen markets to grow andarkets to grow andprotect their wealth.protect their wealth.

Our focus in our chosen markets includes:Our focus in our chosen markets includes:•• Providing for the growing Providing for the growing retirement needsretirement needs of US clients in asset accumulation, of US clients in asset accumulation,

asset protection including life insurance, lifetime income and wasset protection including life insurance, lifetime income and wealth transfer.ealth transfer.•• Expanding our life insurance and investment presence in key inteExpanding our life insurance and investment presence in key international rnational

marketsmarkets..OUR VALUESOUR VALUES

Worthy of Trust, CustomerWorthy of Trust, Customer--Focused, Mutual Respect, WinningFocused, Mutual Respect, Winning


AgendaAgenda








Global Brand StrategyGlobal Brand StrategyDevelop a powerful Brand asset to drive sales and build shareholDevelop a powerful Brand asset to drive sales and build shareholder value whileder value whilefostering a culture and discipline across the company that helpsfostering a culture and discipline across the company that helps to enhance thatto enhance thatvalue over time.value over time.

•• Employ an Employ an umbrella Brandumbrella Brand approach that leverages a common meaning, approach that leverages a common meaning, as symbolized by our Rock, across all of our businesses. as symbolized by our Rock, across all of our businesses.

•• Manage our Brand as a corporate asset by focusing its Manage our Brand as a corporate asset by focusing its ongoing ongoing stewardshipstewardship..

The strategy goes beyond logos to the entire Brand experience.The strategy goes beyond logos to the entire Brand experience.•• Visual Identity and DisciplineVisual Identity and Discipline

How we look and feel: Foster visual identity alignment and consistency worldwide.Foster visual identity alignment and consistency worldwide.

•• Corporate MessagingCorporate MessagingWhat we say and how we sound: Promote consistent communication.Promote consistent communication.

•• Culture and Experience Culture and Experience How we behave and interact: Encourage our people to think, speak and act in ways thatEncourage our people to think, speak and act in ways thatcreate the kind of customer and employee experiences we want ourcreate the kind of customer and employee experiences we want our Brand to deliver.Brand to deliver.


Prudential’s Brand EssencePrudential’s Brand EssenceThe Rock signifies Strength, but it must convey Relevance and ExThe Rock signifies Strength, but it must convey Relevance and Expertise as well.pertise as well.

RelevanceRelevance

ExpertiseExpertise

StrengthStrength

Throughout our long history, we have listened, anticipated, and responded to the financial needs of our customers.

We have more than 130 years of experience in offering and managing a broad range of financial solutions that address the needs of people and businesses in the US and abroad.

Our financial stability, operational discipline, and ethical standards assure our customers about our company’s commitment to grow and protect their wealth, giving them financial prosperity, security and peace of mind now and for the future.


Brand CentralBrand CentralA secure website that provides real-time access to Corporate strategy and Brand-related information from anywhere in the world.


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Brand (Symbol)

Logo Logo

DBAsFor example:Prudential Financial, Inc.Prudential Real Estate InvestorsJennison Associates, LLCQuantitative Management, LLC

For example: Pramerica Life (Italy)Pricoa Capital GroupPramerica Real Estate InvestorsBache Financial Limited

Operating Company Names

Umbrella Brand ApproachUmbrella Brand Approach


Emphasize Our RockEmphasize Our Rock

Our Rock is a powerful, admired and recognized symbol.Our Rock is a powerful, admired and recognized symbol.•• An emblem of what we stand for.An emblem of what we stand for.•• The one element of our visual identity that can be used everywheThe one element of our visual identity that can be used everywhere.re.•• Signifies Signifies strengthstrength; needs to convey ; needs to convey relevancerelevance and and expertise expertise as well.as well.

Our Rock should be used carefully in alternative formats, with 3Our Rock should be used carefully in alternative formats, with 3rd rd parties and in JVs.parties and in JVs.

•• Must be recognizable and its integrity maintained at all times.Must be recognizable and its integrity maintained at all times.•• Legal and licensing protocol should be followed.Legal and licensing protocol should be followed.•• The symbol must remain clearly associated with us to minimizeThe symbol must remain clearly associated with us to minimize reputationalreputational risk risk

and dilution of its affiliation with Prudential and and dilution of its affiliation with Prudential and PramericaPramerica. .


Prudential Territories: The RulesPrudential Territories: The RulesAll businesses must use the Rock Prudential logo.All businesses must use the Rock Prudential logo.

Prudential operating names are not required.Prudential operating names are not required.Exceptions:Exceptions:

JennisonJennison AssociatesAssociatesQuantitative ManagementQuantitative ManagementGibraltar’s Rock Gibraltar logo, which will not be Gibraltar’s Rock Gibraltar logo, which will not be proliferated outside of Japan.proliferated outside of Japan.In Taiwan, Japan, and Korea, In Taiwan, Japan, and Korea, Pricoa Pricoa Relocation Relocation uses the Rockuses the Rock--only convention.only convention.In Taiwan, Japan, and Korea, the logo can include the local apprIn Taiwan, Japan, and Korea, the logo can include the local approved translation oved translation of the word Prudential only.of the word Prudential only.

In the US in certain limited markets, the logo with the agreed CIn the US in certain limited markets, the logo with the agreed Chinese and hinese and Korean translations (above) are permitted. No other logos with tKorean translations (above) are permitted. No other logos with translations are ranslations are allowed.allowed.

In Joint Ventures, our Rock must be clearly associated with our In Joint Ventures, our Rock must be clearly associated with our Brand to minimizeBrand to minimizereputationalreputational risk and dilution of its affiliation with Prudential.risk and dilution of its affiliation with Prudential.


Pramerica Pramerica Territories: Territories: The RulesThe Rules

All businesses must follow the All businesses must follow the PramericaPramerica logo conventions.logo conventions.

All businesses must use a Rock All businesses must use a Rock Pramerica Pramerica logo.logo.All new businesses must use a All new businesses must use a Pramerica Pramerica operating name and logo.operating name and logo.

Exceptions:Exceptions:

Bache Commodities, Bache Commodities, Pricoa Pricoa Capital Group and Capital Group and Pricoa Pricoa Relocation use the RockRelocation use the Rock--only logo convention.only logo convention.The ChineseThe Chinese--only only BaoBao De De XinXin logo is an option .logo is an option .

In Joint Ventures, our Rock must be clearly associated with our In Joint Ventures, our Rock must be clearly associated with our Brand to minimizeBrand to minimizereputationalreputational risk and dilution of its affiliation with risk and dilution of its affiliation with PramericaPramerica..


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Align Our Corporate MessagingAlign Our Corporate Messaging

EXPECTATIONEXPECTATIONOur corporate messaging hierarchy, used globally as a foundation for all internal and external communications, leverages our insurance heritage and investment expertise to position our Rock consistently in a modern and compelling way.

RATIONALERATIONALEAligning our messaging, fosters consistency, eliminates ambiguity and confusion, and strengthens our Brand.

MESSAGING APPROACHMESSAGING APPROACHExplicitly position Prudential as a relevant, smart and strong company that is an admired multinational financial services leader, trusted partner and provider of innovative solutions for growing and protecting wealth.

Our powerful and admired Rock, and its meaning, is the basis of our communications platform. This core message must be supported by our behavior and appropriatelyadapted to each of our targets: customers/public, investors, employees/candidates, distributors, vendors and communities.


Corporate Messaging ArchitectureCorporate Messaging ArchitectureWith a defined message architecture, our messaging will be consiWith a defined message architecture, our messaging will be consistent and aligned with the stent and aligned with the specific target audience.specific target audience.

I. Meaning of the RockRelevance, Expertise, Strength

II. Our VisionDistinguish Prudential as an admired multinational financial services leader, trusted partner and

provider of innovative solutions for growing and protecting wealth.

III. Messages to TellEmployees/Candidates• We are the Rock• We deliver on

our Vision • We are

dynamic andsuccessful

• We offer a good place to work

Distributors

• We are the Rock• We deliver on

our Vision• We are a trusted

partner• We will help you

succeed• We have

compelling products and services

Communities

•We are the Rock•We deliver on our Vision

•We give back to the places where we liveand workaround theworld

•We are a trusted partner

Investors

• We are the Rock• We deliver on

our Vision • We have a superior

portfolio of businesses

• We provide a good return oninvestmentthrough solidfinancial results

Customers/Public• We are the Rock• We deliver on

our Vision• We have a

unique combination of life insurance and asset management expertise

• We take care of our customers

Vendors

•We are the Rock•We deliver on

our Vision•We are dynamic

and successful •We uphold ethical

and equitable business practices.

•We have highperformancestandards.

•We are a trusted partner.

•We will help you succeed.


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Closing Thoughts


Living Our Brand to Shape our CultureLiving Our Brand to Shape our Culture

OBJECTIVEOBJECTIVEBuild a culture in which our employees understand what our Brand stands for and whattheir roles and responsibilities are in delivering our Brand to our audiences.

BENEFITBENEFITA strong Brand culture will drive recruitment and retention of diverse and top talent andwill deliver a distinguished Brand experience inside and outside the firm.

REQUIREMENTSREQUIREMENTS1. Foster executive and senior management level commitment, which is a prerequisite

for creating a strong internal Brand culture.– Drive one meaning for our Brand from the top down and across the entire firm.

2. Harness and focus the extraordinary energy and passion of our employees.– Align our people around a consistent meaning for our Brand to energize our culture and build

a powerful advantage in the market.– “Bake” our Brand Essence into all of our messaging and activities inside and outside the firm.– Tackle the issue of Ease of Doing Business to deliver an improved, differentiated Brand

experience inside and with the firm (i.e., drive customer satisfaction).


Enhancing Our Brand CultureEnhancing Our Brand CultureDriven by our Strategy and Values, our Brand Essence should be pDriven by our Strategy and Values, our Brand Essence should be promoted internally romoted internally and in the marketplace as the differentiating qualities of our cand in the marketplace as the differentiating qualities of our company and our Brand. ompany and our Brand.

Relevance, Expertise, StrengthRelevance, Expertise, Strength

StrategyStrategyValuesValues

PeopleCommunicate, Train, Measure, Reward

behaviors and activities that demonstrate our Brand Essence.

Desired Result:Motivated employees who are engaged in shaping and delivering our desired

Brand experience.

ProcessesAlign business process “touch points” with

our Brand Essence.

Desired Result:Streamlined processes that promote the ease of doing business, which is a critical factor in

shaping and delivering our desired Brand experience.

Products/SolutionsArticulate/Communicate a Value

Proposition that highlights our Brand Essence.

Desired Result:Product/solution development

efforts are aligned with our Brand efforts to shape and deliver our

desired Brand experience.


Building our Brand Culture: Brand LinkageBuilding our Brand Culture: Brand Linkage

•• Heighten awareness and understanding of our Brand Essence and thHeighten awareness and understanding of our Brand Essence and the e mandate to align our behaviors and activities accordingly. mandate to align our behaviors and activities accordingly.

•• Incorporate Brand messaging in training programs. Incorporate Brand messaging in training programs.

•• Align recruiting objectives and strategies with our desired BranAlign recruiting objectives and strategies with our desired Brand image d image and experience.and experience.

•• Educate new employees during New Hire Orientation about our BranEducate new employees during New Hire Orientation about our Brand.d.

•• Measure and reward BrandMeasure and reward Brand--driven behaviors.driven behaviors.

Engage our employees and align activities and client experiences with our Brand Essence.


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Closing Thoughts


A Collaborative Approach Will Drive SuccessA Collaborative Approach Will Drive Success

“In a corporate culture we understand brand stewardship not so “In a corporate culture we understand brand stewardship not so much as an issue of decentralization versus centralization, but much as an issue of decentralization versus centralization, but as a as a commitmentcommitment to establishing a common brandto establishing a common brand--based language based language throughout an entire organization. throughout an entire organization.

This means the integration of marketing, communications, and This means the integration of marketing, communications, and design. It also means the entire company, from finance to legal,design. It also means the entire company, from finance to legal,makes decisions based on a brandmakes decisions based on a brand--first mindfirst mind--set.”set.”

James R. Gregory, James R. Gregory, Branding Across BordersBranding Across Borders

Our brand is the sum of everything our company says and does.


Thank You!Thank You!

Any questions regarding the corporate branding and the global brAny questions regarding the corporate branding and the global brand and strategy, please contact:strategy, please contact:

Carol RobbinsCarol RobbinsChief Branding OfficerChief Branding [email protected]@prudential.com212212--778778--22452245

Anne AngelesAnne AngelesDirector, Corporate Brand DevelopmentDirector, Corporate Brand [email protected]@prudential.com212212--778778--76717671

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