Ameriprise 2007 Annual Report Download - page 12

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The power of dreams
S
ince t
h
e
l
aunc
h
o
f
our groun
db
rea
k
ing a
d
vertising in 2005, we’ve
b
een c
h
anging
the conversation in retail fi nancial services throu
g
h our focus on clients’ dreams and
o
ur approach to servin
g
them throu
g
h fi nancial plannin
g
. Our messa
g
es capture
consumers’ attention, creating a unique
l
y positione
d
, stan
d
-out
b
ran
d
in a crow
d
e
d
fi
e
ld.
To
d
ay, our
b
ran
d
awareness is strong an
d
our voice is
d
istinct. During 2007, we
continued our brand evolution, movin
g
from our initial advertisin
g
that defi ned
what
we do and
t
how
we do it, to
w
why
investors should work with an Ameri
p
rise
y
fi
nancia
l
a
d
visor. We continue to
d
i
ff
erentiate Ameriprise Financia
l
t
h
roug
h
b
roa
d
cast, print an
d
on
l
ine a
d
vertising—gaining acco
l
a
d
es
f
rom t
h
e in
d
ustry an
d
f
rom our a
d
visors as t
h
ey maximize t
h
e a
l
ignment
b
etween t
h
eir
b
usiness goa
l
s an
d
o
ur advertisin
g
messa
g
es.
National presence, local impact
O
ur brand is well established nationally, with brand awareness reachin
g
56 percent
by year end. We’re further reachin
g
consumers by buildin
g
our local marketin
g
presence, community
b
y community. We’re
h
e
l
ping our a
d
visors
f
orm new c
l
ient
r
e
l
ations
h
ips t
h
roug
h
events, seminars,
l
oca
l
a
d
vertising an
d
sponsors
h
ips. An
d
we’ve be
g
un implementin
g
a new branded offi ce desi
g
n that further differentiates
o
ur client experience—where the relationship be
g
ins.
O
ur a
d
visors
h
ave a
l
wa
y
s
b
ui
l
t t
h
eir
b
usinesses on re
f
erra
l
s an
d
in
d
ivi
d
ua
l
connections in t
h
eir communities. It’s an important outcome o
f
t
h
e co
ll
a
b
orative
a
n
d
unique re
l
ations
h
ips
b
etween our a
d
visors an
d
c
l
ients. Our
l
oca
l
mar
k
eting
platform reinforces these connections and complements national advertisin
g
as we
continue to build our brand.
10 Ameri
p
rise Financial 2007 Annual Re
p
ort
Changing the conversation
“With the Ameriprise Financial
brand, people are increasingly
thinking of our company as a
household name—one that’s
recognizable and identifi ed with
an advice-based client experi-
ence. As advisors, we bring the
brand to life every day and
mean it when we say we’re
shaping fi nancial solutions for a
lifetime.”
— Renee Hanson, CFP,
® Private
Wealth Advisor, Arizona
We’ve distributed approximately
three million copies of our unique
Dream Book®
guide, the fi rst step
in our Dream > Plan > Track > ®
approach to fi nancial planning.
Award-winning advertising:
Ameriprise Financial won 10 awards
from the Financial Communications
Society in 2007. Our wins spanned
TV, print, radio, collateral, online and
out-of-home advertising.
Our advertising incorporates red
chair imagery that symbolizes
the breakdown of retirement
stereotypes. It’s the
anti-rocking chair.