| Taglines tell stakeholders how to feel about a brand. Our tagline serves to illuminate a single, dynamic and relevant image of the profession. The new tagline – Risk is Opportunity. – accomplishes that. With three words, it is asserted that risk is not a negative concept. The period at the end of the tagline is purposeful, displaying an insider’s belief as a non-negotiable fact. The tagline works as a lead-in to describe actuaries’ value-added role because risk is a kind of capital. It can be inferred that actuaries are best equipped to turn that capital into a successful enterprise. For external audiences, this simple statement can be used to champion actuaries’ stepping into new roles because of their heritage in helping the world understand risk.
|