Brand Program

A global actuarial consultancy made up of several independent entities in offices worldwide needed to create a universal brand — and clearly unify what Milliman stands for in the marketplace. How, then, to clarify the brand in the minds of customers, consultants and recruits? How, too, to define Milliman's strong and differentiated value — an independent perspective that enables companies to better manage challenges and risks?

Solution

We began the process by defining a big idea for the Milliman brand. "A View Apart" was at the heart of the new brand identity and drove the relaunch of the brand through a series of integrated touch-points which included a brand advertising and communications campaign focused on the thought leadership and perspective of Milliman's consultants. A major component of the brand repositioning was the redesign of the company's website. Operating on the premise that Milliman's audiences are less impressed with marketing than with value-added content, the site not only offered a guide to Milliman's various consultancies, it served as a dynamic platform for demonstrating Milliman's expertise, addressing topics ranging from innovative benefits to emerging risks in financial markets.

Results

Milliman is now well positioned, based on a strong and differentiated brand, to compete in a world that values independence and risk-management expertise. Potential clients and recruits now have a clear understanding of the firm — and its ability to deliver powerful insights that, more importantly than ever, enable companies to survive and prosper in an uncertain world.