Brand Management & Sales
Help Me Understand: How Insurers Build Trust
The data is clear: Overall customer satisfaction—and customer trust levels—rise when U.S. auto and home insurance customers have confidence that they understand their policies. But more than 40% ...
Building Trusted Insurance Brands: Less ‘Gotcha’ at Farmers
Less "gotcha." More "we got you." Whether it's the new website banner, a chorus dressed in light pink singing a jingle on TV commercials, or popups in the middle of articles about insurance (I get a ...
The Top 3 Ways to Use AI Responsibly in Customer Communications
For insurers, artificial intelligence has entered a more complicated chapter: the implementation phase. While organizations are focused on how using it can drive efficiency and improve business ...
Will AI Be the End of Insurance Agents?
On my first day of my first job in the insurance industry, my boss asked me, "Have you heard of this Internet thing? Agents are going to be gone." Fast forward to today, and that often-repeated ...
Liberty Mutual Introduces Its Newest Brand Character: Liberty Biberty
Liberty Mutual Insurance has introduced its first new brand character in eight years: Liberty Biberty, the embodiment of the warm, fuzzy feeling you get when you have great coverage at a great ...
Why Consistency Beats Creativity in Insurance Marketing
Have you ever walked into an insurance conference and realized you already know who half the exhibitors are? Not because you've done business with them or met their team, but because you've seen ...
Farmers Making It Easier for Consumers to Understand Insurance
Farmers Insurance has launched a new initiative designed to make insurance easier to understand and more transparent for consumers. Farmers said the enterprise-wide effort reflects its continuing ...
Agent-Carrier Relationships Improving, Survey Shows
Maybe it's the result of a softer market. Or maybe deliberate carrier investments in agency relationships are paying off. First Connect Chief Executive Officer Aviad Pinkovezky tossed out the two ...