The primary objectives in establishing a fresh image for a profession may differ from that of a product or service, but the rebrand-ing process is largely universal, according to Society of Actuaries (SOA) director of communications, Lisamarie Lukas. Sure, the SOA and agency partner GolinHarris were faced with tackling centuries of stigma and an incomplete (if not inaccurate) public perception of the actuary. But Lukas says that regardless of industry, the goals and strategies must always be clearly demarcated and client-agency communication should be paramount.