Given the battering financial services.

GIVEN THE BATTERING FINANCIAL SERVICES companies in general have taken in the current market, insurers will have to work harder than ever to inspire confidence in potential customers. They will have to look to other industries for product development and branding inspiration, and they will have to cast themselves in the role of "trusted adviser" if they want to make headway in new markets.

For life insurers, the key will be a common, recognizable brand across markets that touts consistency. Property/casualty insurers will have to focus on "local brands" that tend to be "trusted and respected" in specific markets, said Rob Hetherington, managing director of financial services for Accenture's consulting practice in Europe. (Go to bestweek.com, June 15, 2009 Europe, for the Perspectives article.)