Everyone knows the Rock; it's an iconic American brand that has long stood for strength and stability. But Prudential has become to see as stodgy and dated - not a company with momentum into the future, with innovative new ways to help people and institutions secure their future. 2011 was an historic year for the Prudential brand. For the first time in 30 years, the company embarked on an integrated "master brand" campaign aimed at modernizing Prudential and elevating it to preferred-brand status across all businesses. We'll discuss how, at a time when an uncertain financial world was looking for smarter solutions, Prudential adopted core behaviors of dynamic brands to force reappraisal and communicate the vibrant, innovative company Prudential is today.