Sun Life Financial

Developing and implementing a powerful global brand

How does a global, integrated financial services provider stay relevant to a customer base that does not want to think about the future, and differentiated from a competitive field that all seem to occupy the same paternalistic territory? By going back to first principles to ask customers what matters to them and to change the game to adapt to real consumer needs.

While this is the holy grail for just about every protection and wealth management firm, Sun Life Financial is going out and making it happen in a global brand strategy based on deep customer insight and a company-wide commitment to a better customer experience, and in so doing, activate consumers to care about their long term financial well being. I've been fortunate enough to be there from the beginning in guiding the strategic work and I am now deeply engaged in rolling the brand out to executives, leaders and employees around the world.

www.sunlife.com
Collaborators: Ove Design, Harris Interactive, Lee Jacobson