The pandemic’s easing in the U.S. is poised to release pent-up consumer demand—but a vague unease is also emerging as jitters about the economy replace coronavirus concerns.
Sensing the new mood, Lincoln Financial, an insurance firm formed in 1905, has launched a branding campaign aimed at reducing the trepidation about money occupying consumers’ minds. The soothing messaging is intended to satisfy two goals for Lincoln Financial. The main purpose involves repositioning and redefining the brand to the marketplace.
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