When Protective Life, a leading national provider of life insurance and annuity products, was about to embark on a new customer-centric mission, Slaughter Group was retained to develop a new corporate identity and cultural alignment program. For this assignment that was a critical initiative for the continued growth and success of this strong, 100+ year-old company, Slaughter Group developed a comprehensive program using its proven “inside out” process. It enabled the firm to identify and articulate Protective's culture and core values and create a dynamic, new corporate identity and brand promise. Critically, it also ensured that the new identity and promise were both completely aligned with the internal culture and core values in order for the company to effectively move forward with their bold, new mission.
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