Lincoln National Corp.: Hello Future campaign

Ed Dinger

In the early 2000’s, Philadelphia-based financial group “Lincoln Services” repositioned its brand message to remain relevant in the marketplace.

Lincoln National Corp.: Hello Future campaign

Ed Dinger

OVERVIEW

In the late 1990s Philadelphia-based Lincoln National Corp., which marketed itself as Lincoln Financial Group, launched a successful branding campaign that targeted affluent consumers. But in the early 2000s it became clear that as baby boomers entered their retirement years and challenged preconceived notions about what retirement meant, Lincoln Financial Group would have to reposition its brand and message to remain relevant in the marketplace. The result was the "Hello Future" campaign that began in April 2005. It was aimed at both affluent baby boomers and the financial planners and other...

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