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Apr 2009 AXA Maroc has traded its former slogan “AXA vivre confiant” (“AXA, living in confidence”) for a new clearer and simpler one: “AXA réinventons l'assurance et l'épargne”, (“AXA: Let's reinvent insurance and saving”). This move comes within the framework of a new strategy designed mainly to restore customer trust.
AXA is addressing its customers' emotions to conquer market shares.