Relationships at the Heart of Branded Communications

In a comprehensive study of brand equity in the insurance industry, Branding Strategy Insider found that, while people had heard of more than 100 different insurance company brands, few held those brands top-of-mind. What’s more, respondents cited price as one of the top differentiators, suggesting a commodity-like approach to consumer and business insurance buying decisions.

To increase brand presence and recall, leading companies are combining aggressive positioning and differentiation with digital and social media. For example, GEICO, with its engaging gecko mascot, leverages its televised “15 Minutes Can Save you 15 Percent” message to Facebook, Twitter and YouTube. Its brand-as-media presence also includes downloadable ringtones and memorable music from the company’s commercials.

Another powerful differentiator, according to the Branding Strategy Insider study, is the way agents and claims adjusters interact with customers. Allstate’s long-running “Are You in Good Hands?” campaign and State Farm’s “Like a Good Neighbor” campaign highlight that differentiation in videos and posts on Facebook, Twitter, YouTube and company blogs.

When done well, integrated campaigns like these build emotional ties with customers and trigger positive feedback. For example, Travelers Insurance's most recent TV spot, “prized possession,” features a dog searching for the best way to protect a bone he finally buries in the backyard. The voiceover is, “When it comes to things you care about, leave nothing to chance.” Nearly a thousand YouTube comments so far testify to the emotional resonance of the message. As heartwings61 wrote: “I hate commercials, but this one kills me. … Thanks for putting it up. It makes me so happy when I see it.”