Featured cases
- ABM Industries 2012
- AkzoNobel 2008
- Alcatel-Lucent 2006
- Alliance Boots 2006
- Apple 2007
- Aramark 1994
- ArcelorMittal 2007
- Assurant 2004
- Bausch & Lomb 2004
- BDO International 2010
- Belgacom 2003
- Boise Cascade 2002
- BP 2000
- Broadview Security 2009
- Brocade 2007
- CA 2005
- Cardinal Health 2003
- CEC Bank 2008
- Chemtura 2005
- Cisco Systems 2006
- Cision 2007
- Computer Associates 2001
- Covidien 2007
- Credit Suisse 2006
- CSC 2008
- Daimler 2007
- Delta Air Lines 2007
- Devon Energy 2007
- DSM 2011
- Eastman Kodak 2006
- EDF 2005
- Experian 2007
- Federal Express 1994
- FedEx Corporation 2000
- FICO 2009
- Fiserv Inc. 2009
- Fortis 1998
- Fortis 2006
- Fortis 1991
- Genworth 2004
- Gillette 1993
- Grant Thornton 2008
- Harcourt General 1993
- Harlan Laboratories 2008
- Hyperion 2006
- Ingersoll Rand 2005
- Intel 2006
- Invista 2003
- Johnson Controls 2007
- Kemper 2011
- Lineage Logistics 2012
- LM Wind Power 2010
- Lucent Technologies 1996
- Marathon Oil Corporation 2011
- Marsh & McLennan Companies 2011
- Massachusetts Institute of Technology (MIT) 2003
- McGladrey 2010
- Meredith Corporation 2009
- MFS Investment Management 2012
- Morgan Stanley 2006
- Nielsen 2007
- Nokia Siemens Networks 2007
- Novartis 1997
- NXP Semiconductors 2006
- Outward Bound USA 2005
- Polycom 2012
- Princeton University Press 2007
- Reliance ADAG 2006
- Rockwell Collins 2006
- Samsung 1993
- Sensata Technologies 2006
- Shipley Energy 2011
- Sistema Telecom 2006
- Smith & Nephew 2003
- Sprint (Sprint Nextel) 2005
- Starbucks 2011
- Tenneco 1995
- Texenergo 2011
- The Joint Commission 2007
- The Paley Center for Media 2007
- The Phoenix Companies 2006
- Thomson Reuters 2008
- Tyco Electronics 2007
- Umicore 2001
- Unilever 2004
- Unum Group 2007
- Vale 2007
- Vantiv 2011
- Velfina 2004
- Wolters Kluwer 2005
- Wyeth Pharmaceuticals 2002
- Xerox 2008
Case: Marsh & McLennan Companies 2011
![]() ![]() Here was a perfect storm of conditions conducive to a high-impact rebranding: Historically, "Marsh Mac" was essentially a giant insurance brokerage company which also owned consulting businesses (one being the Oliver Wyman Group, which in 1984 acquired our respected colleague Lippincott). This rebranding repositions Marsh Mac as "a professional services firm," a very different definition. Eleven years ago, a previous CEO chose to adopt the initials MMC as communicative name (and logo, duly designed by Lippincott), in effect a step backward in corporate presence and a push forward for the unit brands -- Marsh, Mercer et al. Then came 9/11/2001, when Marsh & McLennan suffered devastating human losses (nearly 10% of the lives lost at the World Trade Center). Rebuilding was hampered in 2004 by regulatory issues, litigation and a consequent leadership change. For several years recovery continued with difficulty, in both insurance and consulting sectors. When the time came to remove "Kroll" from the collective corporate signature, Duperreault asked vice chairman David Nadler and corporate communications (and HR) officer Orlando Ashford to co-lead a rebranding and to engage Lippincott, with everything up for review. "The cheapest thing would be to take whiteout and put it over Kroll" Ashford told me. "But if we were going to climb on buildings and put up new signs all over the world, let's put up something that creates new energy, both internally and externally." For over a year, Ashford had already engaged in conversations on positioning with his corporate colleague Suzanne Hogan, Lippincott's chief operating officer. Two goals were clear: The first naming decision, Ashford reports, was to abandon MMC, "which never really resonated with customers or employees." Creation of an Accenture-like new name was then considered, but retention of "Marsh & McLennan" won out for its 100-plus years of equity, and generally high regard. (Though a bit long for a communicative name, it's within the five-syllable limit.) It was then felt helpful to add the formal-name extender "Companies," to support perception of breadth and multiplicity. [Communicative name change/Brand] As for design, there are two conditions (in particular) in which a symbol-dominant logo is the stronger strategy than a wordmark-dominant logo: The symbol that Lippincott's design team appropriately provided is a multi-faceted, optically engaging mix of shapes and forms that almost incidentally can be seen as a monogram M. Its angular shapes, and palette of blue tones, provide graphic elements for the visual system that will add a consistent "look and feel" to both corporate and brand communications. [Symbol-dominant logo change; typography, devices, palette]] The "M" symbol was then incorporated in the four defining-unit signatures, locked to their individual names in the new corporate typeface. [Visual endorsement] Six months, between internal and external launches, is an unusually generous gestation period. The December 7 internal launch was staged as a major corporate event, a "Town Hall" attended by 20,000 of 55,000 employees in leased movie theatres around the globe, others by telephone. The CEO spoke to the spirit and meaning of the new brand, and revealed the mark (with musical fanfare) to spontaneous and sustained applause. Once CEO Duperreault experienced the energizing power of this event, he asked his team to build a plan for maximum-impact public launch. The result, launched June 17 was a rebranding campaign (and corporate tagline) called "Partnering for Impact," including a TV commercial that could be accessed at the campaign website www.PartneringImpact.com. [Tagline; high-visibility launch] In sum, the core purpose of this rebranding is to push the parent forward again, "to reintroduce Marsh & McLennan Companies to the market with a refreshed company brand, a new visual identity and a compelling story." As Ashford puts it, "You have to go back to 9/11 to see what this company has been through, where we started, and how far we have come under Brian's leadership, the kind of energy we're starting to show. This rebranding captures and channels that energy, and gives people permission to think big thoughts about this company." CREDITS Lippincott CASE INFO Submitted by: Tony Spaeth, 15/08/2011 |
MATRIX DATA
DRIVERS | TOOLS | ||
Strategic driver: 95% | |||
Change direction Redefine industry or core competence | 15% | x | Identifier tactics: Name change: Brand |
x | Identifier tactics: Logo change: Symbol-dominant | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Identity system elements: Unit signature system: Visual endorsement | ||
x | Situation facts: Subcorporate facts: Competence list | ||
x | Situation facts: Subcorporate facts: Defining units | ||
x | Change event : High visibility: Campaign | ||
Broaden scope/scale/visibility Enhance size perception | 10% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Identity system elements: Unit signature system: Visual endorsement | ||
x | Change event : High visibility: Campaign | ||
Broaden scope/scale/visibility Elevate public profile | 15% | x | Identifier tactics: Name change: Brand |
x | Identifier tactics: Logo change: Symbol-dominant | ||
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Identity system elements: Unit signature system: Visual endorsement | ||
x | Change event : High visibility: Campaign | ||
Change internal culture Enhance pride & confidence | 15% | x | Identifier tactics: Name change: Brand |
x | Identifier tactics: Logo change: Symbol-dominant | ||
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Change event : High visibility: Campaign | ||
Change internal culture Refresh & redirect competitive energy | 15% | x | Identifier tactics: Name change: Brand |
x | Identifier tactics: Logo change: Symbol-dominant | ||
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Identity system elements: Unit signature system: Visual endorsement | ||
x | Change event : High visibility: Campaign | ||
Change internal culture Transfer affiliation from unit to parent | 5% | x | Identity system elements: Verbal elements: Tag lines |
x | Identity system elements: Unit signature system: Visual endorsement | ||
x | Situation facts: Subcorporate facts: Competence list | ||
x | Change event : High visibility: Campaign | ||
Change expressed personality Renew/refresh public image | 10% | x | Identifier tactics: Name change: Brand |
x | Identifier tactics: Logo change: Symbol-dominant | ||
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Identity system elements: Unit signature system: Visual endorsement | ||
x | Change event : High visibility: Campaign | ||
Change perceived composition Redefine the defining units | 5% | x | Identity system elements: Unit signature system: Visual endorsement |
x | Situation facts: Subcorporate facts: Competence list | ||
x | Situation facts: Subcorporate facts: Defining units | ||
Change perceived composition Modify parental 'umbrella' presence | 5% | x | Identifier tactics: Name change: Brand |
x | Identifier tactics: Logo change: Symbol-dominant | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Identity system elements: Unit signature system: Visual endorsement | ||
x | Change event : High visibility: Campaign | ||
Functional driver: 5% | |||
Name weakness Increase name impact & recall | 5% | x | Identifier tactics: Name change: Brand |
x | Identifier tactics: Logo change: Symbol-dominant | ||
x | Change event : High visibility: Campaign | ||