A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Bubblenomics (bubble + economics) (7/22)
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Entry from May 01, 2005
“The Company You Keep” (New York Life)
"The Company You Keep" has been the slogan of New York Life since 1989. NYL is one of New York's oldest companies, dating back to 1845.

The New York Life building on Madison Square was once the site of the Madison Square Garden.

http://www.newyorklife.com/cda/0,3254,2,00.html
The First Choice Since 1845
For more than 150 years, New York Life Insurance Company's unwavering financial strength and time-tested investment strategies have provided consistent value and solid financial protection for our clients and their families.

Since becoming the first American life insurance company to pay a cash dividend to policyholders in the mid-1800s, New York Life has continued to build a history of innovation — enhancing our existing product lines, creating new financial products, and maintaining a diversified portfolio to best accommodate our customers' changing needs and lifestyles.

Central to our success are our New York Life agents, who are widely recognized as the best-trained professionals in the industry. Our agents have the ability to understand each customer's objectives and draw upon New York Life's products to best address those objectives.

As you seek financial security for yourself and your loved ones, you want the best: A strong and vital company with a competitive product line and a superior sales force that is committed to providing personal attention to your individual needs.

This section of the Web site is designed to provide you with a brief overview of New York Life — our core strength, our commitment to excellence, and our people. Learn why we're The Company You Keep.®

11 September 1989, PR Newswire:
New York Life Launches New $25 Million Ad Campaign;
First Collaboration with Chiat/Day/Mojo Focuses on "The Company You Keep
NEW YORK, Sept. 11 /PRNewswire/ -- New York Life Insurance Company announced today that it will launch a new $25 million television and print advertising campaign built around the slogan: The Company You Keep (SM).
(...)
The campaign marks the first New York Life advertising created and produced by Chiat/Day/Mojo. The cornerstone of the advertising is that New York Life is "the company you keep," for its quality agency force and its business practices. To illustrate this, the television commercials show actual New York Life agents as people whom customers want to do business with because of the values they represent, such as teamwork, trust, and personal and professional growth.
(...)
"The commercials are designed to reinforce the special qualities of the New York Life agent," said Richard A. Wecker, senior vice president in charge of the Agency Department. "Our agents play an active role in their communities, so people can feel comfortable doing business with them and entrusting them with their financial plans."
(...)
"Our objective with both the television commercials and print ads is to tell people that New York Life is not only a company you keep -- in terms of a long-term business relationship -- but also made up of people with whom you want to be associated," Staniar said.

New York Life, the fifth largest life insurance company in the United States, currently has more than $44 billion in assets, and offers traditional life insurance products, as well as a variety of financial services, including mutual funds, partnership investments, annuities and pensions, and managed health care.

1 April 2005, Annuity Market News:
New York Life Ads Sell "Company You Keep"
by John P. Mello Jr.

Some may consider values like financial strength, integrity and humanity a bit stodgy for an advertising campaign by a financial services company in the 21st century, but not at New York Life.

At the end of January, the 160-year-old firm launched a $30 million national television, radio and print offensive that will run through the rest of the year built around a theme of unchanging values. Berlin Cameron/Red Cell of New York developed the campaign.
(...)
The new ads retain some of the elements from New York Life's previous "Heritage" campaign launched in 2002, including music composed by Carter Burwell, who has written scores for the Coen brothers, the voiceover by actress Ruby Dee and the tagline "the company you keep."

(Trademark)
Word Mark THE COMPANY YOU KEEP
Goods and Services IC 036. US 102. G & S: FINANCIAL ADVISORY SERVICES; ANNUITY UNDERWRITING SERVICES; UNDERWRITING LIFE AND HEALTH INSURANCE. FIRST USE: 19890414. FIRST USE IN COMMERCE: 19890414
Mark Drawing Code (1) TYPED DRAWING
Serial Number 73797549
Filing Date May 4, 1989
Current Filing Basis 1A
Original Filing Basis 1A
Published for Opposition October 17, 1989
Registration Number 1576792
Registration Date January 9, 1990
Owner (REGISTRANT) NEW YORK LIFE INSURANCE COMPANY CORPORATION NEW YORK 51 MADISON AVENUE NEW YORK NEW YORK 10010
Attorney of Record ANDREW N. FREDBECK
Type of Mark SERVICE MARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR). SECTION 8(10-YR) 20000810.
Renewal 1ST RENEWAL 20000810
Live/Dead Indicator LIVE
Posted by Barry Popik
Banking/Finance/Insurance • (2) Comments • Sunday, May 01, 2005 • Permalink


When selecting an insurance company, get the ratings on several from at least two ratings companies. The ratings systems vary: An A from Weiss, for example, is the second-best rating a company can receive. Only an A+ is better. But an A from Standard & Poor’s is much farther down the list. It’s sixth, behind AAA, AA+, AA, AA-, and A+. Quite a difference.

As far as I know New York Life has AAA rating for many years.
A truly excellent company.

Posted by Warren Jackson  on  06/13  at  10:06 AM

Old companies last long because of good strategies. Advertising strategies. You have to let people know that you are still there. With good advertising this is not impossible.

Posted by Advertising Banners  on  04/17  at  09:24 PM

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