Genworth Financial - ClearCourse
The CompanyGenworth Financial is an insurance and financial services company. The publicly traded financial firm has more than $100 billion in assets as well as a presence in more than 25 countries. Genworth Financial is recognized in Standard & Poor's 500 Index of Leading U.S. companies and ranked in the Fortune 500.
The Task
Genworth Financial saw an opportunity to offer an alternative retirement plan option and hired Addison Whitney to develop a name for this new investment product.
The Addison Whitney Solution
Verbal Branding
The challenge with this initiative was developing a name for a product not currently offered in the competitive 401k market. It was extremely important this new identity be revolutionary for the category to differentiate itself from competing products without completely alienating itself. The new brand had to invoke interest among target audience members as well as other financial companies who would potentially carry the product.
Addison Whitney developed the name ClearCourse, a recognizable phrase that is easily understood to effectively communicate the idea that this product enables consumers to be certain of their investments and feel confident in their chosen financial path.
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