Q&A Ann Glover on Voya's rebrand
Ken Beaulieu
Voya Makes a Name for Itself
When ING U.S. was rebranded as Voya Financial in the spring of 2014, the company launched a massive, well-orchestrated marketing campaign to reach all its stakeholders, from customers and distributors to employees.
"We refined our positioning, gathered additional customer knowledge, and conducted work to better understand the effect of different marketing levers on brand KPIs and ROI," says Ann Glover, chief marketing officer at Voya. "We developed a thoughtful plan and followed it carefully. One of our operating principles was to make sure we did not...