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Pacific Life

Communicating the value proposition effectively.

Background / Challenge
Backed by over fifty years of group insurance experience, Pacific Life had expanded its capabilities to include a wide range of new products—variable life insurance, annuities, structured settlement annuities, and investment products and services. The goal of partnering with BrandingBusiness was to develop a refreshed brand positioning and go-to-market strategy to grow distribution.

Strategic Insights
At the time of this engagement, the market for healthcare coverage was extremely competitive. Companies such as Blue Shield, Blue Cross and Pacific Care were actively promoting their services and programs. In order for Pacific Life & Annuity to be successful, the new products had to be positioned correctly and packaged in a way that the company’s agents could easily understand and sell. In addition, one of our challenges was to communicate the division’s value proposition and differentiation effectively within the existing guidelines that had already been established for the corporate brand.

Results
BrandingBusiness developed a new body of marketing materials, the design of which was driven by the unique imagery of Pacific Life’s brand icon—the Pacific Humpback whale. Of course, the collateral also communicated strategic messaging that clearly differentiated Pacific Life & Annuity from its competition—a full line of quality products, stability, and programs to enhance customer relationships. As a result, the division’s top-line revenue grew at an unprecedented rate.

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