Redefining a Brand: In Pursuit of Day One & Beyond - By Kara Segreto, VP and Chief Marketing Officer at Prudential Retirement
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This document outlines a company's efforts to redefine their brand around helping people achieve their financial goals through addressing behavioral challenges. It discusses common behavioral challenges like procrastination, optimism bias, impulse control that interfere with saving and planning for retirement. The company utilizes behavioral science experts and interactive tools and exercises to help people identify their individual challenges and motivate them to take action toward their financial goals. The goal is to increase enrollment in retirement savings plans and contributions by 60% through incorporating behavioral science insights.
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Redefining a Brand: In Pursuit of Day One & Beyond - By Kara Segreto, VP and Chief Marketing Officer at Prudential Retirement
- 1. Redefining a Brand: In Pursuit of Day One & Beyond
- 2. 2 OUR DAY ONE & CHAPTER TWO PROMISE
- 3. Five Questions to Day One and Beyond I’m going to live how long? What would I love to do next? How will I be able to afford doing what I love to do? How much should I save today? Why plan for tomorrow?
- 4. FRANCESCA GINO Harvard Business School Expert in decision-making DAN GILBERT Harvard University Expert in happiness ZOE CHANCE Yale University Expert in wealth perception PIERS STEEL Haskayne School of Business, Calgary Expert in procrastination ADAM ALTER NYU Stern Expert in framing and financial decision-making GRETCHEN CHAPMAN Rutgers University Expert in health psychology EMILY PRONIN Princeton University Expert in social perception E.J. MASICAMPO Wake Forest Expert in will power HAL HERSHFIELD NYU Expert in financial decision-making ABIGAL SUSSMAN Princeton University Expert in wealth perception SCOTT RIGBY Founder of Immersyve Expert in consumer engagement SHANE FREDERICK Yale University Expert in framing DAN BARTELS Columbia University Expert in moral psychology MICHAEL NORTON Harvard University Expert in financial happiness ELIZABETH DUNN University of British Columbia Expert in financial happiness MINA CIKARA Carnegie Mellon Expert in neuroeconomics DALE GRIFFIN Sauder School of Business Expert in judgement ALICIA MUNNELL Boston College Expert in retirement Building a Behavioral Army
- 7. Strongly Disagree Disagree Neutral Agree Strongly Agree I believe I will live past age 90.
- 8. Strongly Disagree Disagree Neutral Agree Strongly Agree I find myself using the Internet when I should be doing something else.
- 9. Strongly Disagree Disagree Neutral Agree Strongly Agree I often wonder if I will have enough money to support myself when I retire.
- 10. Strongly Disagree Disagree Neutral Agree Strongly Agree I find myself doing the opposite of what other people are doing when I make decisions.
- 11. Strongly Disagree Disagree Neutral Agree Strongly Agree I tend to make impulse purchases.
- 12. YOU STRUGGLE WITH IMPULSE CONTROL Our brains are hard-wired to live for the moment. For most of human history, life was short and tough. 'Today' was the big problem that the human brain is designed to solve. It is never designed to think about 'tomorrow' because, for our ancestors, there weren't that many tomorrows to think about. Saving for your future is harder than our “instincts” tell us. Make sure you have a steady and consistent approach to your retirement savings plan. READY TO TAKE ON YOUR INDIVIDUAL CHALLENGES? I’d like to attend a meeting
- 13. Longevity
- 15. New Enrollments Contribution Accelerator Deferral Increases 60% More actions taken when there’s a behavioral component
- 16. Optimism
- 18. Banners
- 19. Meeting
- 20. Meeting Exercise
- 21. Call to Action
- 22. Which of the 5 behaviors holds you back?
- 23. Kara Segreto is a registered representative of Prudential Investment Management Services LLC (PIMS), Three Gateway Center, 14th Floor, Newark, NJ 07102-4077. PIMS is a Prudential Financial company. Retirement products and services are provided by Prudential Retirement Insurance and Annuity Company (PRIAC), Hartford, CT, or its affiliates. PRIAC is solely responsible for its financial condition and contractual obligations. PRIAC is a Prudential Financial company. © 2015 Prudential Financial, Inc. and its related entities. Prudential, the Prudential logo, the Rock symbol and Bring Your Challenges are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide. 0278836-00002-00