At AXA, we have decided to strengthen our brand strategy by adopting a new signature: redefining / insurance.

By addressing the major problem in our market credibility this signature reflects our determination to become the preferred brand of our clients.

We undertook an in-depth analysis which allowed us to understand that the notion of preference was totally related to the trust granted to various names in insurance and financial services. The level of trust is very inadequate today, regardless of the brand considered. This is because the perception of consumers is that we are all evolving in "a world of promises." And this is what we have to redefine.

We don't want to make promises anymore. Instead, we want to demonstrate our ability to respond to client's needs with real and tangible proof and, in so doing, to establish an authentic relationship of trust with our clients.

Redefining is the key commitment of our new signature. It means that when we speak, we aim to redefine the benefits that consumers expect from financial services and insurance. Whatever the subject, our signature is our commitment to redefine and improve it. We are thereby responding to client expectations and, by the same token, we are becoming credible by demonstrating our respect for them built on confidence.

These are the three attitudes that clients most expect from an insurance and financial services company in exchange for their vote of confidence. These three attitudes stood out from the others in the consumer research we conducted across markets, regardless of their level of maturity. They are at the heart of our actions and our commitments to clients.

We avoid clichés. We don't run ads that show people or families living in a perfect virtual world, always smiling and as happy as can be. The people we show look like the people you come into contact with every day. Totally anchored in the real life of our clients, our communications are simple and direct. We don't deny the real problems, which reinforces our credibility.

By using the Switch, which is the red diagonal line of the AXA logo, we have created a strong graphic signature that reinforces consumer awareness of our brand. With this Switch, the form serves the substance and the substance serves the form. The Switch becomes the symbol of change for AXA, both in terms of its discourse and its expression in advertising. More than a simple graphic code, it becomes the very incarnation of our real difference.