THE INSTITUTE RE-BRANDING. Frequently Asked Questions ... Q1 2010 – Chair
of The Institute sent a letter to all designation holders advising of the By-law ...
THE INSTITUTE RE-BRANDING Frequently Asked Questions (FAQs) What changed? The brand name of the CLU Institute. Instead of the CLU Institute, going forward we will be known as The Institute for Advanced Financial Education. What remains the same? The legal name remains “The Institute” Our commitment to offering current and relevant designations for financial services practitioners CE Accreditation Services What else was re-branded? Logos Designations CE Accreditation Service Why did The Institute re-brand? The creation of a new brand identity was necessary since the legal name, "CLU Institute", did not effectively communicate or convey the role or range of products and services we offer. Brand management is important to an organizations existence and sustainability. Some organizations re-brand their organization to reflect a new strategic direction, incorporate an expansion of product offerings or when they are repositioning, just to name a few examples. How does this affect designation holders and what are the next steps? CLU – The designation received a new logo that is consistent with The Institute’s new brand. CHS – The CHS designation was launched on June 1, 2011; the CHS replaced the RHU as The Institute's flagship living benefits designation. For Institute designation holders, this re-branding will help the industry understand more clearly the importance, value and competencies that are embedded in your designation. It will also provide clarity to the public and the industry around The Institute’s mission, objectives and role. How does this affect CLU and CHS designation standards? It means a change in the previous requirement to be a member of Advocis in order to do the following:
Enroll in the CLU and/or CHS designation education program, and To obtain and maintain the CLU designation.
What process was undertaken to lead to the re-branding? In 2009 -2010 The Institute undertook the following steps in preparation for this change: Q4 2009 - By-laws amendments were passed at the 2009 CLU Institute AGM to allow the Institute to promote and offer any Institute designation, including the CLU, beyond Advocis membership. Q1 2010 – Chair of The Institute sent a letter to all designation holders advising of the By-law amendments. Q1 2010 – Industry Canada approval of By-law amendments received. Q2 2010 – Re-branding project work. Q3 2010 – Communication plans finalized. Q4 2010 – Re-brand launch and renewal cycle. What if I still have questions? Please contact us by e-mail at
[email protected]
