CHATTANOOGA, Tenn. (April 11, 2007) – Unum (NYSE: UNM) today unveiled a new corporate brand that distinguishes the company as a leader in the employee benefits industry. With a contemporary logo and the tagline “Better benefits at work,” the brand illustrates both the “new” Unum and its legacy of innovation and commitment to the employee benefits market.
“In many respects, our brand is now catching up with the many changes that have made Unum a ‘new’ company,” said Thomas R. Watjen, president and CEO. “It is a better reflection of who we are today: a team of 10,000 professionals working hard to serve more than 25 million people and their families when they need it most.”
Unum announced in January that it was shortening its name from UnumProvident in the first step of a multi-phased process aimed at better describing the company today. The branding initiative follows several years of restructuring and signals a transition to a period of building and growing the company’s business.
“The new Unum brand represents a subtle shift in positioning from being an insurance company to being a true employee benefits partner,” said Joseph R. Foley, senior vice president and chief marketing officer. “Our benefit plans not only protect individuals and their livelihoods, they help organizations attract and retain quality employees and reduce the cost of absenteeism – ultimately creating a more productive workforce and, as a result, a stronger business.”
According to Foley, another theme will be apparent going forward. “In addition to being an employee benefits partner, we want to emphasize our focus on people. Unlike many companies in our industry that focus first on products, we wanted to put people first,” he added. “Our people, with the help of our unique products and technology capabilities, are what enable employers to become more competitive.”
To enhance the visibility of the company and its new brand, Unum is undertaking a more aggressive marketing effort that includes print and broadcast advertisements in local and national media. These ads showcase Unum’s commitment to providing intelligent benefits to meet the ever-changing needs of businesses and the individuals they employ.
Along with the expanded marketing focus, 2007 promises to be a year of innovation for Unum as it rolls out a series of new products and innovative service platforms.
“Our focus going forward is on maintaining the momentum we’ve created and building on our already strong market position,” said Watjen. “We’re confident that we have the right business plans in place to accomplish this. Our brand launch is an important element of our overall strategy and represents a significant step toward re-introducing Unum to the marketplace.”
About Unum
Unum (www.unum.com), formerly UnumProvident, is one of the leading providers of employee benefits products and services in the United States and the United Kingdom. Through its subsidiaries, Unum Group protects more than 25 million people and provided $6.2 billion in total benefits to customers in 2006.
Unum is a registered trademark and marketing brand of Unum Group and its insuring subsidiaries. The HR industry´s premier online community and resource for Human Resource professionals: HR, human resources, HR community, human resources community, HR best practices, best practices in human resources, online communities for HR, HR articles, HR news, human resources articles, human resources news, HR events, leadership, performance management, staffing and recruitment, benefits, compensation, staffing, recruitment, workforce acquisition, human capital management, HR management, human resources management, HR metrics and measurement, organizational development, executive coaching, HR law, employment law, labor relations, hiring employees, HR outsourcing, human resources outsourcing, training and development
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