Tradition and history are important elements in the John Hancock Mutual Life Insurance Company marketing mix. Consider the company's logo--a signature of such historical significance that you're as likely to be asked to "put your John Hancock" on a document as to "sign" it. So Hancock's sponsorship of the Olympic Games, an event that has defined athletic competition since ancient times, is a nice fit. And organizing the insurer's most important agent business meetings around that spectacle ...

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