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 billion 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?

SOCIAL NETWORKS

OPPENESS

AFFORDABLE LUXURY

LONGEVITY

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

Who else

Competes in your

Category?

THE HARTFORD

ING

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 #5 Who shares the Brandscape

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 People who have family, children.

Targeting on around 50 yrs old- no tax after 59.5 years old

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 #7

What should You add or Subtract?

ADD SUBTRACT

•MORE ONLINE SERVICES•OUTSOURCING•MORE CUSTOMER SERVICES

• NOTHING

Step #8 Who & WHY loves You?

CUSTOMERS

WHY?

Business process( innovation&adaptation)

-operating business Integration platforms

= Agent=Product service

ChannelsValue

Community experience platformsCreate promises

Target market- Customer platforms

To reach loyal customer, supplies Perceive value

GIVE

LOYALTY, VALUE, BEST SERVICE

CUSTOMERSGIVE

HOW?

Step #9 Who’s the Enemy?

NYL

The Hartford

Customer servicehistory NET IMCOME

Financial services

Agent #NYL

The Hartford

$650

$0550

32.700

11000

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, #1 in life insurance sales

THE COMPANY YOU KEEP

NYL is always fulfilling customer’s needs

customer

Friends how know our brand

TV ads

Agents =the word mouth

Become curious about our brands

Step #12

How do Spread the word?

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 # 13 How do people Engage with you?

We are in the

1. Number One Customer Service

2. Top Rated Web site & Online Customer Service

PRODUCTS WE CARRY

-LIFE INSURANCES

-ANNUITIES

-LONG TERM CARE INSURANCE

-MUTUAL FUNDS

WE SELL THEM THROUGHOUT TRAINED AGENTS

ONLY insurer in the market to declare a dividend on its long-term care insurance products