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Something unprecedented from GE...  a spinout, requiring the creation of a new corporate brand. Genworth is a new insurance company, made of GE's financial services businesses (whose departure frees GE to focus on its higher-margin, less capital-intensive core businesses).

It's tough to lose the comfort of a world-known brand. CEO Mike Fraizer's branding team, led by SVP Brand Marketing Buzz Richmond, licensed the GE brand for five years, and chose a "Gen-" name (from a list of 1000+) and the launch slogan "Built on GE heritage" to retain equity as long as possible. (But it is interesting that in 2006, just two years later, there is no mention of GE on Genworth's Web site. People learn quickly, and it's usually best to focus on the future, and not dwell too much on history.)

Landor's designers provided a clean, sharp "compass" symbol to suggest directional guidance and add distinctive character. Tony Spaeth

Landor, NY

Submitted by: Tony Spaeth, 6/12/2006
Status: Estimated by Tony Spaeth
Category: Insurance
Country (HQ): United States