Metlife giving Snoopy the boot

The beagle has to find a new doghouse: The insurance company said that although he ‘served his purpose at the right time,’ the brand is heading in a new direction.

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After 31 years of faithful service, MetLife is firing man’s best friend.

“Peanuts” character Snoopy has appeared on the life insurance company’s marketing materials, including a prominent presence in commercials and on blimps. On Thursday, the company announced that it’s heading in a new direction.

MetLife’s rebranding effort highlights the company’s new focus on customer experience, according to its jargon-laced press release:

“To adapt to our changing world, we are re-thinking how we do business. We are moving away from a traditional product-development model to one driven by customer insights,” said Steven A. Kandarian, chairman, president and chief executive officer of MetLife, Inc. “Our new brand reflects our company’s transformation and differentiates us in the marketplace, ultimately driving greater value for our customers and shareholders.”

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