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BtoB

Goat or Gloat

Published on .

Company: Ariel Reinsurance Co., Hamilton, Bermuda Agency: N/A Market: Risk management, corporate executives Quick chase: A formation of uniformly colorful paragliders appears headed for a landing. What we failed to notice on first glance is that the paragliders form a stylized "A" as in the logo for Ariel Reinsurance, or ArielRE. The company assumes that its logo has iconic status, which, frankly, it doesn't. So the image strikes us as more of a curiosity than one that creates instant brand recognition. Chasers choice: Goat

Company: XL Capital, Hamilton, Bermuda Agency: N/A Market: Risk management, corporate executives Quick chase: XL Capital has carved out space in New York's Central Park to present its stolid-looking logo above the headline: "The strength to cover the world's leading business and financial centers." XL, an insurance, reinsurance and financial services company, does a solid job of pairing its logo with a headline that succinctly describes its business. At the very least, the ad provides a stunning view of Manhattan, home to a fair share of XL's target audience. Chasers choice: Gloat

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