Brand Management & Sales
Why Some Consumers Prefer Their Brands as Servants, Not Partners
Marketers have long known that consumers react in a favorable way when products and services are given human attributes, or anthropomorphized, in their branding and advertising. Think of the Michelin ...
Insurers Ramp Up Wider Big Data Embrace for 2016: Novarica
Insurers appear ready to accelerate their embrace of big data, analytics and other aspects of emerging technology as they head into 2016, Novarica concluded in its third annual report on the matter. ...
Allstate ‘Home Improvement’ TV Ad Campaign Uses Web, Twitter Components
Allstate rang in 2016 with a new marketing campaign designed to encourage clients to get customized coverage for do-it-yourself home improvement projects. Dubbed "Mayhem DIY," the television ...
Peer-to-Peer Insurance Startup Attracts Funding from Silicon Valley’s Sequoia Capital
Sequoia Capital, a California venture firm better known for funding technology or industry game-changers including Apple, Cisco and YouTube, has put its money behind a property/casualty insurance ...
Hiring Spree for Agents May Fuel Misselling Risk for Chinese Insurers
Chinese insurers are on a hiring binge, recruiting an army of agents to sell their products to a burgeoning middle class, but the risk of misselling by inexperienced agents on commission could prove ...
Corporate Holiday Giving: Real Commitment or Window Dressing?
When chief executives of property/casualty insurance carriers wholeheartedly commit to corporate giving programs, the benefits can extend beyond helping worthy nonprofit organizations, a public ...
Small-Business Insurers Looking to Direct Channel: Deloitte Survey
The small-business segment is a market in transition, with a number of insurers starting to follow the lead of their personal auto counterparts by seeking to sell direct to customers rather than ...
Customer-Centric Strategies Start With Governance: PwC Report
Becoming a more customer-centric insurer isn't simply a matter of finding the right technology, according to a recent PwC report, which asserts that inadequate governance explains why carriers ...