NEF: New England Financial, formerly "The New England"

A use of identity, by a leader

New: New England Financial

Launched: January 29, 1998

Formerly:
The New England... "TNE"
(formally New England Mutual Life,
which had demutualized to become
New England Life Insurance Company)

Story in brief:
In 1993, "The New England... Insurance and Investment" spun out the investment piece as New England Investment Companies and in 1996, the remaining TNE merged itself into MetLife where it is now an insurance sub-brand. This renaming of the brand is the effort to (once again) extend beyond insurance to sell investments.

Credits:
C.E.O. - Jim Benson
Identity counsel - BrightHouse
Naming - internal
Design - BrightHouse

First Impressions:
Will we never learn? Ten years ago TNE knew its TNE symbol was not an asset; yet they have done it again, carving into stone initials which no one outside of Headquarters knows or cares to know.