Transforming an iconic brand to help customers navigate change in Japan

Date of publication: September 23, 2018

Catalogue: Congress 2018

Abstract:

The world's healthiest and most financially prepared citizens - the Japanese - view old age with overwhelming anxiety. With this insight as a backdrop, and a refreshed brand, MetLife set out to #ChangeRougo, the very meaning of life after retirement in Japan.

  • PDF
  • This could also be of interest