MetLife embraces its emotional side

MetLife, the insurance provider, has shifted its marketing into more emotional territory in a bid to engage consumers in more resonant ways.

In the last two years, Metropolitan Life Insurance Co. – the global insurance and financial services company more commonly known as MetLife – has undergone a rebranding effort that included dropping the beloved cartoon character Snoopy as its mascot, modernizing its logo, and creating a new tagline.

According to Nisha Yadav, MetLife’s head/global brand research, the surface changes reflect a more fundamental shift in the company’s approach to marketing its products. “When I first joined MetLife in January of 2015, MetLife was a company that essentially sold products through salespeople,” Yadav told The Marketing Research Event (TMRE) 2018, an event...

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