Corporate Identity Innovation: Creating a New Brand
Building the Genworth Brand from scratch (well almost)
Pathfinder was asked by GE Capital to help guide the IPO launch strategy for Genworth Financial, a $100 billion company spin off by General Electric.
The objectives for this positioning exploration conducted in multiple US markets among key stakeholder groups were:
Result:Pathfinder identified a unique brand positioning that was used to launch the Genworth brand when it went public. It is now a critical component of Genworth's long term positioning platform.