ZAG by Marty Neumeier

#1 Strategy of High-performance brands

Com 459Jeff McNeillLyn Jang

Step #1 - Who are you?

I am the NYL insurance company=life insurance company

1-1

Where do you have the most credibility?

-life insurance & annuities

-high quality products

-product financial management

-high level of personal satisfaction

1-2

Where do you have the most experience?

Community

Place wherever people are

1-3

Where does your

passion lie? “Customer’s loyalty”

A future obituary

for your brand

New York life insurance company for 190 years, the company keep, closed its door yesterday.

NYL had a long history of helping to Provide security for individuals, families and businesses for 190years. It extend the brand to the all over the world. Closed with cash and assets worth in excess of 4 biiion dollars, a sum the company says it will donate to causes that include third world education, and poor countries. By providing various life insurance, annuities and long-term care, they created the vital link between the company and its customers. The NYL kept #1 life insurance sales and customer loyalty in the U.S until this year.

The NYL will be remembered as the best saver for people’s lives

Step #2 - What do you do?

What business are you in?

Mutual life-insurance business

(Mutual fund, variable annuities, variable

universal life insurance)

Sell insurances

Decide what your purpose

Satisfy people’s needs its security

Help people to prepare their future

State your purpose

in 12 words

Or less

We are here to make you be ready

For Tomorrow

Step #3 What’s your vision?

What do you want to accomplish

in 5,10 or 20 years

Make consumers want our product

Make consumers say NYL products is the one they trust

How can you make this vision

palpable and exciting? A focusing on life insurance, we seek continued growth

for successful asset accumulation product ( can’t deny the fact consumers Want accumulation product)

- Annuity , mutual funds-

And to grow long=term care business

While remaining a life insurance company, we still have to furnish Quality equity products for our agent to make available to their prospects and clients.

Test it on a real piece of communication

NYL named #1 in customer loyalty in2007

The Brand Keys Customer Loyalty Engagement Index,

fielded annually in the spring and fall,

currently examine customers' relationships

with 362 brands in 55 categories.

Go back and refine it further NYL is the they prefer most, and

We will make customer keep us

customers

choices

NYLOTHER

COMPETETORS

Paint a vivid picture of your future

Step #4 What wave are you Riding?

What trend is powering

your business?

A movement away from the traditional mutual structure to the “demutualized”-

stock company- format

- The aforementioned shift to financial services

How powerful is it?

Those tends within the industry have been forcing such profound change

Can you ride more than one trend at a time?

Yes, but we don’t-

remain a life insurance company

instead of becoming a

financial supermarket and remain a mutual company instead

Of joining the parade to Wall Street.

Make a list of the trend

s that will power your success

-become a financial supermarket

-join the parade to Wall Street

-remain a life insurance company

-remain a mutual company

Step #5 Who shares the Brandscape

Who else

Competes in your

Category?

Foremore, First, Metropolitan, Prudential, Euitable,

Northwestern Mutual, Massachusetts Mutual, Guardian life,

Mutual of New York, John Hancock, Manulife and sun life,

ING,The Hartford,MetLife,Travelers,Prudential,AXA,Aetna

Who comes first,

Second, and third in

Customers’ minds?

1)NY Life 2)ING 3)The Hartford4)MetLife5)Travelers

Find out how

Your brand ranks

With customers

NYL is the best insurance company

Design a strategy to become

Number one or two, Or, become the

First mover in a new category

Central to our success are our New York Life agents, who are widely recognized as

the best-trained professionals in the industry.

Our agents have the ability to understand each customer's objectives and draw

upon New York Life's products to best address those objectives.

Step #6 What makes you the “ONLY”

WHAT THE ONLY Focusing on life insurance, seeking continued growth for successful asset accumulation products-annuities and mutual funds- and grow long-term care business

HOW THAT While other companies rush to offer financial service, taking their eye off the ball; no more focusing on life insurance, the key product, we are focusing on life insurance where other top competitors lose market share .

WHO FOR Clients

WHERE IN In home court, life insurance market filed,

WHY WHO As life expectancies increase and the population ages, people’s need for protection is balanced by their need for wealth.

WHEN IN AN ERA OF

The First Choice Since 1845For more than 160 years, New York Life Insurance Company's unwavering financial strength and time-tested investment strategies

have provided consistent value and solid financial protection for our clients and their families.

Since becoming the first American life insurance company to pay a cash dividend to policyholders in the mid-1800s,

New York Life has continued to build a history of innovation — enhancing our existing product lines, creating new financial products,

and maintaining a diversified portfolio to best accommodate our customers' changing needs and lifestyles.

Central to our success are our New York Life agents, who are widely recognized as the best-trained professionals in the industry.

Our agents have the ability to understand each customer's objectives and draw upon New York Life's products

to best address those objectives.

As you seek financial security for yourself and your loved ones,

you want the best: A strong and vital company with a competitive product line and a superior sales force

that is committed to providing personal attention to your individual needs.

Step #7What should

You add or Subtract?

What existing brandElements are undermining your onliness?

What new brandElements could

Strengthen your onliness?

How do the remaining element align with your vision?

Make a list of allCurrent and planned

Offerings and brand elements

Be brutal-it’sBetter to err

On the side of sacrifice

Decide which Offerings to keep, Sacrifice, or add

, the company you keep (slogan), color- Blue, #1 life insurance sales in the U.S ( another slogan)

Need a new slogan which contains “Trust”, blog, more work on website

Our vision: Make consumers want our product Make consumers say NYL products is the one they trust All slogan can be align with our vision

==Humanity is Our CornerstoneOne of New York Life's core values is its commitment to humanity. In fact, our charitable contributions date back to 1853,

when the Company helped victims of a yellow fever outbreak in New Orleans. Since then, New York Life has distinguished itself by responding in times of crisis, helping to build stronger,

more vibrant communities and contributing resources to address emerging social issues.In 1951, the Company established the first formal contributions budget. In 1979, the New York Life Foundation —

the primary vehicle through which the Company supports charitable causes — was established. Since then, the Foundation has donated more than $75 million

to national and local nonprofit organizations, including Camp Fire USA, the Hispanic Scholarship Fund, Girls Inc., and the Schomburg Center for Research in Black Culture.

In 1998, the foundation implemented its Nurturing the Children initiative, which focuses on childhood education and mentoring programs.

Since the Foundation's inceptions, we've given more than $100 million in grants. $26 million has been devoted to the Nurturing the Children initiative as of January 1, 2006.

For all of these reasons, we believe that while we are known for a long history of financial strength, our greatest strength comes from our firm belief in humanity and compassion

Should add more financial services, scarify health insurance, rest of them should be kept

Life insurances, investment annuities, long term care insurances, mutual funds, retirement income, Health insurances

Step #8Who loves

You?

Diagram your brand’s ecosystem

Who makes up yourBrand community?

Decide how each participant will both contribute and benefit

How can you manageThe “gives and gets”

So everyone’s happy?

people

We have a variety of products (keep creating more products)So that people have more choice

They buy what they want, and we get what we want- money

Business process( innovation&adaptation)

-operating business Integration platforms

= Agent= Product service

Channels ValueCommunity experience platforms

Create promises

Target market- Customer platforms

To reach loyal customer, supplies Perceive value

Step #9Who’s the

Enemy?

Which competitor can you paint as the bad guy?

Tell your customers what you are not

In no uncertain terms

The HartfordING

MetLife Travelers Prudential

In the rush to offer financial services, many of our top competitors had taken their eye off the ball; they

No longer focusing on life insurance, theirKey product,.

But we are focusing on life insurance and we also seek continued Growth for

our successful asset accumulation products.As life expectancies increase and the populationAges, people’s need for protection is balanced

By their need for wealth.

10. What do they call you?

Is your name Helping or

Hurting your brand?

If it’s hurting, is there an opportunity to change it?

If it’s too late to change it, is there a way to work around it?

Is it suitable for brand play?Does it have creative" legs’

Choose a name that's different,Brief, and appropriate

Make sure it’s Easy to spell and pronounce

Find out if the name can be used as a url

Determine how easy or difficult if will be to legally defend

Helpful

It IS suitable for brand play, we are New York Life and if you have a respected brand name with life in it, what better business to be in?

Easy to spell, pronounce, this name has been used for 160 years

Step #11How do you

Explain Yourself?

What’s the one true statement you can make about your brand?

Avoid any commas or “ands”

Craft a true line thatTells why your

Brand is compelling

Turn your truelineInto a tagline to use

With customers

#1 in Customer loyalty, customer satisfaction

-One of New York Life's core values is its commitment to humanity.

NYL is always fulfilling customer’s needs

Step #12How do you

Spread the word

How can you align all your CommunicationsWith your zag?

How can you unpack your name, Trueline, and tagline?

Only compete at the touchpoints whereYour can win

Make sure your messaging is as different as your brand

How can you enroll brand advocates through messaging?

Agent= Messenger

Throughout the history, agents at NYL have been the vital lint between the company

And its customers. Our agents are workingEveryday to spread the word, they are becoming

Leaders in their own communities.Agents have licenses for various kinds of

insurance and it tells clients that agents are Professional and word agents used are

Believable.

Step # 13How do people

Engage with you?

What are you selling and how are you selling it?

Which touchpoints will let youCompete in white space/?

Map your value proposition against those of your competitors

Discover customer touchpoints whereYou will be unopposed

See which competitive areas you can avoid entirely

Any individuals, selling life, insurances, investment annuities, long terms care insurances, mutual funds, retirement income, health insurance

International markets, focusing on mutual funds

By remaining a life insurance company and sticking with our competencies, we remain a big fish in a small pond

as a major life insurance company, whichWe feel is preferable to becoming a small fish in a big pond,

Competing with Citigroup and Merrill lynch. Simply doing what we do best in domestic

Markets and emerging markets is our most likely avenue for success

•Mutuality differentiates us from the market. As more and more •Companies demutualize, mutuality confers a level of

Uniqueness. It allows our agents to go back and tell clients and prospects that we’re one of the few companies that remains a

Policyholder company, and the becomes a marketing advantages.

Step #14What do theyExperience?

How will customers learn about you?

How can you “enroll”Them in your brand?

Who will be yourCompetition at each

Touchpoint.?

Where should you put your marketing resources?

Bet your resources on the experiences That ZAG

Map the customer journey from non awareness to full

enrollment

Customers learn about us from our agents and people around them who have our brand

As Customers buy our brand,-insurances-, they will be enrolled in our brand.

Other agents from other insurance companies

any communities, anywhere people are

Our customers will experience how they own value is important, how they can make it better moreover they’ll learn how to prepare for their future

customer

Friends how know our brand

TV ads

Agents

Become curious about our brands

Step #15How do you

Earn theirLoyalty?

How can you help customersBuild barriers to competition?

How can you avoidCreating

“disloyalty program”

Start by being loyal to customers

Don’t make new customersFeel punished or

excluded

Give loyal customers the toolsTo introduce new

customer

New York Life Insurance Company is number one in life insurance sales and in customer satisfaction in the U.S.1 Our sales force is

recognized as one of the best trained in the industry, and our agents among the most qualified for understanding and

addressing each customer's individual needs.

All New York Life agents must complete an extensive training program to give them the necessary tools to properly evaluate your insurance

and financial needs. More importantly, their training is ongoing,

so their professional knowledges always up to date and keeps pace with rapid changes

in the financial marketplace.

Customer satisfaction is our agents' driving force, so their primary responsibility Is to ensure that clients and their loved ones have optimal protection,

and to help policyholders achieve a variety of financial goals.

Our agents are well qualified for this important work. Many have received their CLU (Chartered Life Underwriter) and ChFC

(Chartered Financial Consultant) designations, and hold higher level degrees.

Our field force's ongoing commitment to continuing education reflects their dedication

to equip themselves with the best tools available in order to serve you better.New York Life agents rightfully earn the trust and loyalty of their clients.

Perhaps that's why our agents have led the world in Million Dollar Round Table memberships

— the most prestigious of life insurance honors — for 50 consecutive years. The Million Dollar Round Table is an association

of leading sales professionals in the life insurance industry.

STEP #16How do youExtend your

Success?

How do you keepGrowing the brandYear after year?

Avoid extensions thatBring you

Into competition With leaders

Avoid extensions thatUnfocused the brand the

Brand’s meaning

Add extensions that Reinforce the

Brand’s meaning

Choose between a house of brands and a branded house

The New York life strategy

Continue to grow the life insurance, annuity and long-term care businesses domestically

And project core competencies-including actuarial, underwriting and marketing expertise – to high growth,

Emerging international market.

Many of our top competitions had taken their eye off the ball

:they were no longer focusing on life insurance, their key product, and were consequently

Losing market share in theirHouse court. However, NYL, we are focusing on life insurance

The international marketplace We are already active in six countries

in Asia and Latin America and anticipate operatingIn the world’s two most populous nations-

India and China-In the near future.

STEP #17How do you

Protect your portfolio?

How can the wholeBe worth more than

The parts?

How can you stay focused under short-term profit pressure?

Avoid c-sickness-contagion,Confusion, contradiction,

And complexity

Understand the long-termEffects of brand extensions

It might brings some more money as otherCompanies move to Financial services,

However, it’s only part of huge market. We , NYL,Don’t make a small picture, but a big picture. Remaining a mutual builds on the strength of

Our corporate culture. for 155 years, our companyHas managed for the future. Our culture is oriented Towards this financial stewardship: the company’s

Perspective as well as its management Philosophy have always been long-term rather than

Short. And our agents, who represent us to the customer,

are more comfortable with the mutual format. -Mutuality differentiates us from the market. As more

And more companies demutualize, mutualityConfers a level of uniqueness.

-we have no need to raise cash ( we haveSufficient capital to fuel our

Future growth ( at the end of 1999, our surplus-or net worth

-was over $8 billions, with more than $2 billion of That available for strategic acquisitions.