marketing

Lincoln Financial’s Brand Repositioning Focuses on Consumer Confidence Concerns



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. Sensing the new mood, Lincoln Financial, an insurance firm formed in 1905, has launched a branding campaign aimed at reducing the trepidation about money occupying consumers’ minds. The…



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