Northwestern Mutual brand refresh shows it’s no longer “The Quiet Company”

Northwestern Mutual, the financial-services provider, has sought to differentiate its brand from the sea of sameness that typically defines its category.

“Data alone rarely leads us anywhere worthwhile,” insists Aditi Gokhale, chief marketing officer at Northwestern Mutual. “Without a heavy dose of human insights, you only get one piece of the picture.

“What is missing from the

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