CerconeBrownCurtis Wins Beneficial Financial Group Brand Repositioning Assignment

BOSTON, MASS. (January 16, 2007) – For 100 years, Beneficial Financial Group provided a safety net in the form of life insurance for the brave souls making new homes in the mountains and valleys of the American West. Now the company will embark on a comprehensive effort to recast its brand to better reflect its growth as a full-service financial sustainability company.

CerconeBrownCurtis will design and execute a multi-level brand research and positioning effort, including a complete internal audit, in-market research, in-depth policyholder research, and a national attitude and usage study.

With these findings, CerconeBrownCurtis will create the company’s new communication platform to differentiate Beneficial in its field, based on both its financial success as well as the company’s commitment to community and social enrichment.