Transforming an Iconic Brand to Help Customers Navigate Change in Japan: MetLife uncovers and addresses latent needs of a growing demographic in one of the most mature insurance markets in the world

MetLife Japan, an insurance company, created a holistic research program and used a universal insight as the foundation of its brand strategy to deliver compelling offers in Japan.

Preface

Making a rapid transformation from a traditional, sales-led business to a modern customer focused organization, MetLife needed to re-invigorate its brand and deliver compelling offers in its top markets, Japan being chief among these.

MetLife's approach combined significant analytical rigor and a holistic research program, to identify high-value target segments, design attractive offers that addressed their needs, and uncover a universal consumer insight relating to the concept of Rougo- the Japanese word for 'life after retirement' - a word describing a life-stage that despite Japan's advanced economic status drives anxiety across all age groups. With this insight,...

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