How Zurich restructured 63 brands into one

This report from the CMO Conference in New York is based on the presentation of Arun Sinha, former CMO of Zurich Financial Services.

How Zurich restructured 63 brands into one

For Zurich Financial Services, the rebranding challenge was daunting but started out with one distinct advantage: the company wasn't going to change its name.

But for Navigators & General, Real Garant, Eagle Star, Baden Badener, Wrightway, TEB Sigorta and 57 other insurer brands whose identity was to be subsumed into the parent Zurich brand, the stakes were much higher.

Articulating what he called "the global-insurance situation", Arun Sinha told a CMO Conference at New York's Museum of Modern Art that parent Zurich Financial Services had to speak with fewer voices if it...

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