Q&A Ann Glover on Voya's rebrand

This short article runs an interview with the CMO of Voya, formerly ING direct, on the company's rebrand, and its marketing efforts going forward.

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...

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