In an attempt to gain more formal recognition
Nationwide Mutual Insurance Co. said it will unite all of its products and subsidiaries, dropping the use of Harleysville Insurance and Scottsdale, among others.
Nationwide CEO, Steve Rasmussen, expressed concerns about customers in many areas being unaware of Nationwide’s offerings and size because it uses multiple brands that can appear to be unrelated.
Currently Nationwide’s umbrella includes multiple entities such as Nationwide Insurance, Allied Insurance (an independent agency unit), Harleysville Insurance (acquired in 2012), Nationwide Financial, Scottsdale Insurance (surplus lines carrier), Crestbrook Insurance and Veterinary Pet Insurance, all of whom will be dropped for the single-consolidated brand approach.
“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,” explained Rasmussen.
The new Nationwide brand comes with a new look, as well. Representing the updated version of the company will be an Eagle brand mark, speaking to the company’s rich national heritage, on top of a new Nationwide ‘N.’ The famous half-century old tag line, “Nationwide is on your side,” will remain unchanged.
“We’ve used the N and Eagle as a visual element in our Join the Nation campaign, and feedback revealed that this memorable feature still resonates with members, agents, producers and the general public,” Rasmussen added. “The Nationwide brand is the core and embodiment of who we are as a company, and research shows it is our best-known asset. We plan to leverage this asset to shine the spotlight on all of the products and solutions we offer.”
On Sept. 4, Nationwide’s new NFL advertising, featuring Denver Broncos quarterback Peyton Manning, airs and will reflect the new brand mark. The company will also feature the refreshed brand mark on Dale Earnhardt Jr.’s No. 88 car at the Richmond International Raceway NASCAR Sprint Cup Series race on Sept. 6.
