(NYSE: KMPR) announced today that it was named one of the world’s most effective rebrands in the eighth annual
REBRAND 100® Global Awards
. This recognition is the highest recognition for excellence in brand repositioning. Kemper, formerly Unitrin, Inc., worked with Lippincott, a global brand consultancy, to help develop its new brand strategy and identity.
“We are pleased that REBRAND
selected Kemper with this distinction, based on our successful launch of the Kemper brand for our family of companies,” said Donald G. Southwell, Kemper’s President, Chairman and Chief Executive Officer. “The feedback from our customers, agents, employees and investors has been overwhelmingly positive regarding our name change, and this award reflects that appreciation.”
Kemper introduced the overarching brand position around providing customers with the confidence that Kemper will be there for its customers when needed most. The unique new identity presents Kemper’s qualities of being straightforward, personal, trustworthy and attuned to its customers’ needs. The gold color in the company’s new logo reflects the warmth and approachability of the Kemper team members and brand. Used consistently with the visual and verbal components of the identity system, the elements communicate the brand essence, “With you in mind.”
Each year, an international and multidisciplinary mix of industry experts convenes to jury this annual competition. They consider “before” and “after” representations of brand transformations with written summaries and supporting elements that showcase integration of social media and mobile engagement. “Many projects had big ideas expressed elegantly through all methods of engagement—language, visuals, sound, etc.” said Shashi Caan, Founding Principal, The Collective U.S. and U.K. and 2012 juror.
Emphasis was on executed strategy that made an emotional connection and met the stated objectives and needs of the identified target audience and prospects. The 2012 winners represented over 28 countries and 34 industries.