Lincoln Financial’s Brand Repositioning Focuses on Consumer Confidence Concerns

The 115-year-old insurance company wants to raise awareness by linking its identity to the mixed feelings of the moment

The countdown to Brandweek is on! Join us, Sept. 12-16, to identify new growth opportunities, solve challenges and connect with power players. View the lineup and secure your pass.

The pandemic’s easing in the U.S. is poised to release pent-up consumer demand—but a vague unease is also emerging as jitters about the economy replace coronavirus concerns.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in