Our brand is what people say about to their friends and family. It’s how they feel about doing business with us and how they describe those feelings. We have a strategy to protect our brand’s value. At the center of that strategy is our brand promise. It says what we stand for, how we differ from our competitors, and why customers should care. Our promise to our customers is this: Together, we work with you, now and over time, to provide the best information and guidance about the products you’ll need to help you reach your goals.
Our brand also has a personality — traits that describe how we want brand partners, customers and associates to think and feel about us: