Prudential has a new campaign that follows the principles of Killer Branding pretty closely.

Prudential always had good Linkage with “Own a piece of the Rock,” but the story was a little generic, not that differentiating or compelling.  I have always liked the mnemonic device of the Rock of Gilbralta.  It shows how a brand can seize a device that illustrates their main focus (stability in this case), and then over time use that device so consistently and brilliantly that it becomes their brand.  When you see the profile of the rock, you think Prudential.

Their new campaign, “For a rock-solid retirement” appears to be spot-on with a more compelling expectation.  Who doesn’t want a rock-solid retirement?  The campaign needs a reason-to-believe, but it is still a rock-solid example of differentiated focus and linkage.

Kudos to the brand and to the agency.