Spotlight on Nationwide

A brand slogan that lives and breathes more than a half-century later

One of the world’s largest and best-known insurance and financial services companies, Nationwide traces its history back to 1926. But even more notable, perhaps, is the longevity of its slogan—“Nationwide is on your side”—which originated more than a half-century ago in 1965.

Today, the COVID-19 crisis has put a whole new spin on those words. “Most of all we are a company with a heart for our members and each other,” says CEO Kirt Walker. “These are unusual and difficult times, and Nationwide is working to ensure the safety of our associates while maintaining our ability to deliver on our promise to our members.”

Ranked among the 100 best companies to work for by Fortune, Nationwide moved quickly in mid-March to adopt a work-from-home model for most of its 32,000 employees. “We rely on our people to deliver protection for our members and partners,” says Walker. “That’s why we are taking appropriate actions to protect their health and well-being.”

Nationwide’s commitment to safeguarding the welfare of its policyholders, investors, agents and employees is most visible in the communities where it operates. In 2007 the company donated $50 million to Columbus (Ohio) Children’s Hospital, now Nationwide Children’s Hospital, which is listed regularly by U.S. News & World Report as one of America’s Best Children’s Hospitals.

Today, the Nationwide Foundation is making $5 million in contributions to local and national charities to support pandemic response efforts. In addition, the company is providing financial advisors and independent agents with tools and resources to facilitate conversations with their clients. And it is assisting financially distressed customers by deferring payment deadlines, waiving some late fees and giving refunds on auto and personal lines premiums. Says Walker, “In good and hard times, we stand by our promise to be on your side.”

 

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About Brand Acts of Kindness®

Brand Acts of Kindness® is a series from Carpenter Group that spotlights companies across industries that are living their brand values in addressing the unprecedented challenges facing the world today.

The series initially headlined companies assisting healthcare workers and first responders, as well as communities, businesses and families impacted by the COVID-19 pandemic. We also highlight brands taking the lead in supporting social and racial justice, LGBTQ rights, sustainability and the environment. Their stories show how innovation, resolve and action, built on a solid value proposition, can both strengthen a brand and help create a better world.

About Carpenter Group

Carpenter Group is an independent, woman-owned strategic branding, messaging and marketing communications firm that has delivered results-driven solutions to financial, professional services and technology firms for 30+ years.

Our broad cross-discipline experience enables us to craft brand messaging and carry it through to the channels that most effectively connect with our clients’ target audience, from editorial content to advertising to event marketing and more.