'Dearborn National' New Brand Name for Fort Dearborn Life and Affiliates

However, it was an effort Trani and his team of experts deemed worthy of the 15-month effort – from when the research began to the rollout of the brand name.

To call attention to the new brand, the Dearborn National companies will engage in an aggressive marketing campaign featuring national and regional advertising in the financial press, advertisements in numerous trade publications, aggressive promotions linked to professional sports and campaigns focused onhelping sales representatives engage brokers and producers of employee benefits.

“When you take a look at the combined resources of all the Dearborn National companies, we have a compelling story to tell. Many of America’s largest employers – household names — have trusted us with their employee benefit needs, but we have yet to become a household name ourselves,” said Trani.

“We’ve decided to make a concerted effort to tell the full story of the value we bring to the table. It’s time Dearborn National became one of the most well-known and trusted names in employee benefits.”

The affiliate companies marketing under the new Dearborn National brand include Fort Dearborn Life Insurance Company^(R), Fort Dearborn Life Insurance Company^(R) of New York, and Colorado Bankers Life Insurance Company^(R); however, each company will remain as the underwriting company for its respective products and services.