RADAR PPT T E M P L AT E

L A Y O U T S

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OLD MUTUAL CORPORATE BRAND STORY

THE CHALLENGESTHAT FACETHE BUSINESS

OLD MUTUAL CORPORATE BRAND STORY

03LACK OF AWARENESS

People know the Old Mutual Brand but not the B2B capability.

Our clients report that they “don’t see us”.

Our Sales teams and Asset Consultants report a lack of “air cover”

INCREASED COMPETITION

A hotly contested category that is in danger of outpacing us.

A CURRENT BOOK UNDER THREAT

Recent research identifies a large number of ambivalent or passive

relationships, “open” to competitive conversation.

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OLD MUTUAL CORPORATE BRAND STORY

MISSIONCRITICAL

OLD MUTUAL CORPORATE BRAND STORY

05CONSISTENT DIRECT CONVERSATION NEW AND EXISTING CLIENTS

Better integration of direct marketing efforts around a clearly defined B2B

identity and message.

RETAILISATION

Increased effort around speaking directly to the underlying member to

improve retention and brand belief (and ultimately sales) .

OLD MUTUAL CORPORATE BRAND STORY

06CREATE AN INTEGRATED

CONVERSATION THAT

speaks to clients, stakeholders and staff

within the 3 strategic pillars of :

01 GROWTH

02 RETENTION

03 RETAILISATION

OLD MUTUAL CORPORATE BRAND STORY

07KEY CONSIDERATIONS

We have two very different target markets

and these are often accessed via a consultant/intermediary

We need to create a response

Awareness is not enough – we need to create a sales response.

People only notice what is different

We need to say why us and speak to them in a way that is anti category

(or get lost in the greyness of it).

S M A L L B U S I N E S S

02

01

LARGE BUSINESS

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OLD MUTUAL CORPORATE BRAND STORY

TO TAP INTO THE INTERNAL DIALOGUE OF OUR CONSUMER

OLD MUTUAL CORPORATE BRAND STORY

09BE BENEFIT DRIVEN

Presentation of Old Mutual Corporate – through the lens of a customer

benefit, with real demonstration of what we “bring to the table” – showing

proven impact on business whether they be S,M,L or XL.

An opportunity to talk about what we can do for you/your business

(and not ourselves).

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ANDTo take the brand identity and elevate this, so as to create a B2B aesthetic that

perfectly integrates all communication so that it is recognisably Old Mutual Corporate.

One of the first thing that we did was to ensure a consistent visual language, organised

around a brand truth of “exchange” (which enables “great things”)

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OLD MUTUAL CORPORATE BRAND STORY

IMPROVING OURCONVERSATION WITHEXISTINGCLIENTS

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OLD MUTUAL CORPORATE BRAND STORY

THANK YOU