branding News

Entering and Exiting Digital: What’s Up with Multi-Brand Strategies of P/C Insurers?

Two of the largest property/casualty insurers in the U.S., Allstate and Nationwide, made headlines recently when they announced shifts in their respective multi-brand portfolios. Faced with the prospect of staying relevant in an environment that has seen minimal organic growth …

Allstate to Retire Esurance Brand

Allstate is retiring its Esurance brand and combining its remaining Allstate, Encompass and Answer Financial personal lines brands under a single business model. The company says dropping Esurance and creating the new business model will lower costs and allow it …

Report Calls Out Dangers of Cannabis Branding Practices

Accurate and honest cannabis branding should be the next best step for the budding industry if it wishes to stave off false advertising and product liability lawsuits, according to the one of the authors of a new report on the …

Confie Rebrands Standard Business as InsureOne; Keeps Freeway for Nonstandard

Confie, a national agency for personal and commercial lines insurance, has consolidated its standard personal and commercial Insurance businesses across the U.S. into one entity named InsureOne. While the InsureOne brand will be used for national standard lines accounts, the …

Wood Gutmann & Bogart in California Gets New Brand Identity

Wood Gutmann & Bogart Insurance Brokers in Tustin, Calif. adopted a new logo and created an insignia as part of new look for the firm. The firm said it worked with employees and partners to develop a brand identity that …

Progressive Insurance CEO on 5 Macro Trends of Note

By his own admission Progressive Insurance CEO Glenn Renwick (and his company) may not be right about the impact certain macro trends will have on the insurance industry, but in his view “it’s important to have some views.” Addressing an …

Marketers Have Lost Control of Insurance Buying Process

After careers spent crafting and controlling their companies’ messaging to customers, insurance marketing and advertising professionals have lost control. Customers and prospects have taken over. Increasingly, today’s insureds and prospects care more about what other parties have to say than …

‘Mayhem’ Outspending ‘Good Neighbor’ in P/C Insurance Advertising: SNL

Allstate’s “Mayhem” trumped State Farm Mutual’s the “Good Neighbor” in advertising dollars in 2012. According to an analysis by SNL Financial, Allstate’s ad spend increased 14.8 percent year over year to $828.8 million, while State Farm Mutual reduced its advertising …

The New Facebook Timeline Layout: What You Need to Do

It’s time for timeline. Whether you wanted the new look or not, Facebook just switched your business page over to the new “timeline” layout. There are several significant changes that affect how your social network sees your business. Here’s what …

Look Out Gecko and Flo, ‘Mayhem’ Man, QB and Professor Are Gaining On You!

The gecko, caveman and sales clerk Flo might want to check their retirement plans. Their brands are getting overshadowed by competition from “upstarts” like the Allstate mayhem man, State Farm’s QB Aaron Rodgers and the Farmers University professor. The Geico …