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 convened by KNect365.

“Marketing mainly consisted of developing brochures to support sales ... We wanted to move from something that is being sold to something that is being bought.”