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Nationwide Aligns Under One Brand

Its new approach is intended to more effectively leverage a diverse product portfolio, business relationships and financial stability.

Nationwide Mutual Insurance Company has announced plans to align its body of products and services under the brand Nationwide, its most recognizable label.

The business currently operates under a variety of brand names including Nationwide Insurance, Harleysville Insurance, Allied Insurance, Scottsdale Insurance, Nationwide Financial, Veterinary Pet Insurance and Crestbrook Insurance. With a one-brand approach, it plans to more effectively leverage its financial stability, product portfolio and business relationships.

“Nationwide is in all 50 states and features more products and solutions than our competitors, but customers in many areas aren’t aware of our strength, offerings and size because we feature so many brands that can appear to be unrelated,” says Nationwide CEO Steve Rasmussen. “Updating our mark and going to one brand will allow customers to find us when they’re looking for solutions, both now, and in the future.”

To emphasize the change, Nationwide will introduce a new version of its brand logo, which includes a Nationwide “N” and eagle, starting this week. Over the next 18 months, its new look will appear on advertising assets, digital platforms, agency signage, sales collateral, company-owned real estate branding, and other communication channels.

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Kelly Sheridan is the Staff Editor at Dark Reading, where she focuses on cybersecurity news and analysis. She is a business technology journalist who previously reported for InformationWeek, where she covered Microsoft, and Insurance & Technology, where she covered financial ... View Full Bio

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