Go to market as a single, unified firm
Carpenter Group helped Lincoln Financial go to market with a powerful, unified identity and optimized collateral system.
Situation
How can we unify disparate business efforts under a single banner?
Lincoln Financial faced a problem common to many financial services companies: independent business silos controlled their own sub-brands, sales teams, distribution networks and marketing efforts, resulting in uncoordinated, inconsistent marketing messages, a bloated literature system weighed down by redundancy and out-dated materials, and a confusing customer experience. Lincoln was viewed as a source for financial products, not a provider of complete financial solutions. As the firm neared its centennial, Lincoln’s CEO centralized marketing and launched the “Single Lincoln” initiative to support a more needs-based sales process and to create a consistent brand and voice for the firm.
Solution
Building a comprehensive, unified brand.
Carpenter Group undertook this assignment with an extensive discovery process that provided a clear picture of Lincoln’s culture, sales approach, marketing drivers, and consumer experiences and perceptions. An audit of existing communications set the foundation for a centralized, streamlined literature system that focused on client needs. This strategy was then translated into a new communications brand, formalized editorial and graphic standards, simplified materials, and personnel training to integrate the “Single Lincoln” approach into every customer interaction. On its 100th anniversary, Lincoln had the tools it needed to present a single, modern brand to the market, capable of delivering comprehensive financial solutions to its customers.
