Brighthouse Financial

CASE STUDY

Brighthouse Financial

Separating MetLife’s U.S. Retail Business

The following is one example of cg42’s work with Brighthouse Financial as part of a long standing relationship since 2016.

In January 2016, MetLife announced plans to separate its U.S. Retail Business—the largest life insurer in the country—as the result of the company’s strategic initiative to accelerate shareholder value. MetLife had in recent past successfully partnered with cg42 to help articulate its global value proposition and a series of other initiatives and engaged us in the planning and execution of the U.S. Retail separation.

Leveraging prior work and our deep industry knowledge, we immediately started working with MetLife’s Senior Leadership, Bain and the separation team on a series of activities, including:

The Skinny


MetLife announced plans to separate its U.S. Retail Business—the largest life insurer in the country— as the result of the company’s strategic initiative to accelerate shareholder value.

The Key Activities:

+

Consumer and Advisor Segmentation:
cg42 conducted primary research to segment both consumer and advisor markets in order to uncover the most valuable segments and to understand key drivers of choice, product usage, attitudes and signature frustrations that would help inform competitive strategy, marketing strategy and product development.

+

Value Proposition and Brand Positioning Development:
Armed with key insights from the segmentation work, in-depth interviews with Senior Leadership and findings from prior work, we helped the U.S. Retail Business articulate the value proposition and brand positioning for the new company. The value proposition leverages MetLife’s strong heritage while embracing an optimistic vision of the future and the impact the U.S. Retail Business leadership seeks to make.

+

Naming:
Informed by the value proposition and brand positioning, cg42 helped name the U.S. Retail Business: Brighthouse Financial. The new name captures the optimistic outlook of what the company will create for people’s financial futures, coupled with its guiding principles of simplicity and transparency.

+

Brand Identity Development:
cg42 worked alongside one of our brand design partners to develop the visual identity and design guidelines that bring the brand to life. We provided strategic guidance throughout the design process to ensure the brand identity brings to life all key elements of the brand strategy.

+

Brand Book Creation:
Codification of brand strategy and visual identity system in a single document to educate internal audiences.

+

Portfolio Architecture & Naming:
We developed a framework to categorize and differentiate current and future product offerings, and created a process and set of guidelines to develop and validate names for key products.

+

Activation Planning:
cg42 is helping Brighthouse Financial determine the bold moves to activate the brand that the organization will invest in to drive differentiation and grow its market share within prioritized segments over the next 18—24 months.

+

Marketing Investment Modeling:
Utilizing our proprietary Return on Marketing Investment (ROMI) methodology, we developed a series of models to determine the optimal levels of investment needed to establish the Brighthouse Financial brand with target consumer and advisor segments.

cg42 continues to work with Brighthouse Financial Senior Leadership and its partners to bring the company to market.

Ready to begin?


166 Mercer Street
Suite 6B
New York, NY 10012

email: info@cg42.com