| Focused on the "ifs" in life |
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| MetLife’s business is all about understanding and applying our core competencies toward meeting customer needs, wants and hopes. Our customers don’t dream about policy riders; they dream of life's possibilities and how they can manage the "ifs" in life. |
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Today, consumers recognize they are shouldering more of the responsibility for their financial futures. Strategic brand positioning studies conducted in the U.S. and in international markets reveal common themes and significant areas of consistency across countries, particularly consumers’ growing desire for guarantees in a world marked by financial uncertainty. Although consumers see the value of owning life insurance and other protection products, they often remain underinsured due to the perception that insurance is complicated and difficult
to understand. |
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| MetLife's brand promises to remove these purchase barriers to make con
sumers feel like smarter, more confident buyers. As a result of our refreshed brand positioning, customers will feel that by working with MetLife, for the first time they can create their own personal safety net, a guaranteed plan to protect them and their families for life. They should feel that of all providers of financial services, MetLife is distinct in offering "guarantees for the if in life." |
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| Reflective of our brand strategy, “if” is the title of MetLife's latest advertising campaign. Highlighting that "if" is a part of life, as well as a key part of our brand name, the campaign is focused on what market research shows consumers value today: simple solutions, clear-cut advice, a company they can depend on, and the confidence that will help them feel good about the decisions they make. |
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| Customers, investors and analysts agree that MetLife has phenomenal brand recognition. Delivering on our brand promise will maintain our edge for years to come, and continue to differentiate MetLife as the partner who can help customers plan for all the “ifs” in life. |
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| "Though our personal "ifs" may be different, one thing is certain: By working with MetLife, people can create their own personal safety net to manage both the uncertainties and, importantly, the possibilities we all face everyday." |
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| –Linda Stone, Global Brand & Marketing Services |
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