Thomas BuberlChief Executive Officer of AXA
July 11, 2018
This new entity will operate under the master brand AXA, and its offerings will be identified along four main lines: XL Insurance, XL Reinsurance, XL Art & Lifestyle, and XL Risk Consulting. It will position us perfectly to establish an even stronger brand leadership in the future.
The choice of brand is not the choice of a name or a logo, it is much more than that, it is a short hand for a set of values, a team of people and a set of expectations for the quality of service for our customers.
The AXA brand has always been instrumental to our success as a company. Over the years, we have strived to build a single global brand that is consistent across countries and stands for the same thing everywhere. I was in Switzerland recently to celebrate the move from AXA Winterthur to the AXA brand. As a former Winterthur employee who joined the AXA family back in 2006, this brand shift was a very special moment for me.
The brand is at the heart of our strategy and transformation. It is our most visible asset and therefore it is a beacon for the transformation we are leading, both internally and externally.
The AXA brand drives the daily engagement of our 160,000 employees and agents across our markets. It is an unparalleled factor of pride that is celebrated within the company. I see it every time I have the opportunity to visit our teams across the world.
It is also the highest common denominator that identifies us and brings us together as one, expressing a long history of conquest and ambition, a shared DNA and entrepreneurial spirit, and a unique culture. This is what has made AXA the the first global insurance brand.
Our brand is also a fantastic business asset for all our stakeholders. I measure it every day as CEO.
AXA is a fantastic brand, and I am extremely thankful to my predecessors and for the AXA teams around the world which have made it such a vibrant expression of who we are and what we stand for. I strongly believe that it has the potential to go much further, making it the seal of trust with our customers and the symbol of the success of our payer to partner strategy.