Liberty Mutual Brand Refresh
Liberty Mutual had trouble being memorable with the consumer, much of that was a result of a fragmented brand experience, dated brand look and tone-deaf messaging. Partnering with an external branding agency and Liberty’s Enterprise and UX teams, I led a cross-functional team working together to create a consistent, compelling brand experience across all touch points.
Through steady marketing effort that incorporated branding, the introduction of a jingle, two unique characters, and a new tone of voice that is human and witty, we saw Liberty go from 17% to 30% in unaided awareness, our benchmark KPI.
