[in] Discussion with a CMO: How Social Media Is Helping One Company Rebrand For The "We" Population

April 17, 2014

Earlier this year, LinkedIn hosted several hundred marketers from the financial services industry for a full day of knowledge sharing at our LinkedIn FinanceConnect:14 event in NYC. It was an exhilarating day, packed with insightful takeaways for how to better leverage social media to engage today’s professionals.

During the event, we captured several videos with LinkedIn clients telling their own personal stories of transformation and how social media has both impacted as well as enhanced their businesses. I am delighted to be able to share one of those stories with you today.

Over the past several months, Ann Glover, Chief Marketing Officer at ING U.S., and her team have been on a mission to rebrand the company as the new Voya Financial. A rebrand can be a major undertaking for a company of any size, so we wanted to learn how leading marketers today go about the process of rebranding – and how they are using social media to drive engagement with their brand.

Ann sat down with Jill Schlesinger, CBS News Senior Business Analyst, at LinkedIn FinanceConnect:14 to share how she is rebranding for a new population of consumers – the “we” population – and how the company is shifting the way they reach consumers by better understanding how they journey on the path of a financial decision.

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