Best's Review: Elite Insurance Brand Builders Share Their Strategies.OLDWICK, N.J. -- Building a brand can be daunting daunt tr.v. daunt·ed, daunt·ing, daunts To abate the courage of; discourage. See Synonyms at dismay. [Middle English daunten, from Old French danter, from Latin . Often, it means remaking a company's image. In the January issue of Best's Review, the top marketing executives for four major insurers tell how they recently got the job done. * Hartford Financial Services The examples and perspective in this article or section may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. needed to evolve its corporate identity from insurance to financial services. * MetLife needed to communicate to intermediaries that its group life, disability, auto and homeowners products were employee benefit options. * Hartford Steam Boiler had to break out from a name that conveyed an increasingly obsolete coverage and showcase its portfolio of modern coverage products for today's high Today's High The intra-day high trading price. Notes: In other words, this is the highest price that a stock traded at during the course of the day. More often than not this is higher than the closing price. See also: Today's Low tech business environment. * St. Paul St. Paul as a missionary he fearlessly confronts the “perils of waters, of robbers, in the city, in the wilderness.” [N.T.: II Cor. 11:26] See : Bravery Travelers, the result of a major merger, needed a new advertising message that was a common denominator common denominator n. 1. Mathematics A quantity into which all the denominators of a set of fractions may be divided without a remainder. 2. A commonly shared theme or trait. across two dozen lines of business. Although Hartford Steam Boiler offers a wide product selection, including identity theft, data compromise and medical equipment insurance, it was branded a boiler machinery insurance company. That had to change, said Denis Denis, king of Portugal: see Diniz. O'Shea, vice president of communications. In St. Paul Travelers' search for a new advertising message, "we weren't trying to redefine the company," said Shane Boyd, vice president of corporate communications. "We were looking for Looking for In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. the common denominator--something that works across two dozen business lines." Those and other marketing challenges were explored during the 2006 Insurance Marketing and Advertising Summit, sponsored by the A.M. Best Co. and the Insurance Media Association in New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of in November. The January Best's Review cover story captures much of the conversation at the summit, plus fresh ideas shared by some of the key speakers beyond the boundaries of the meeting. Best's Review is published by A.M. Best Co. for insurance professionals, including home office executives, agents, brokers and others who are affiliated with the industry, such as bankers, lawyers and educators. To read these articles and more, subscribe to Best's Review by visiting our Web site at www.bestreview.com/subscribe, calling the A.M. Best customer service department at (908) 439-2200, ext. 5742, or e-mailing your request to customer_service@ambest.com. A.M. Best Co., established in 1899, is the world's oldest and most authoritative insurance rating and information source. For more information, visit A.M. Best's Web site at www.ambest.com. |
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