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AXA thinks through brand and engages employees

FROM BEING AN active sponsor French insurer AXA has largely dropped off the radar. All that could change as the company emerges from a branding exercise that has involved 55,000 employees. The process codenamed Brand Spirit, was CEO Henri Castries’ answer to the challenge of repositioning the company as available, attentive and reliable. The recognition that the customer experience of dealing with AXA employee’s was key to moving the company to highest placed worldwide insurance brand in Interbrand’s ranking. - 10/3/2011

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