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A Major Insurance Provider: Positioning

Posted in: Brand Positioning & Development, Communications Development and Evaluation, Consumer Products, Financial Services

A Major Insurance Provider: Positioning

Challenge: A well-known insurance brand was interested in building awareness of its homeowners and auto business among AARP/potential members.

Objective: Plan-it assisted the insurance brand and its advertising agency in evaluating new positioning concepts to determine which most strongly resonated and conveyed its intended strategy among the key target audience.

Solution: In-depth interviews were conducted among prospective auto and home insurance customers to explore attitudes toward the brand, the marketplace and reactions to potential positioning concepts. This study was followed up by a Quantitative Study to obtain statistically reliable reactions to overall message communicated, relevance, motivation, credibility, and impact on consideration of the brand.

Result: Plan-it recommended the most compelling positioning direction. and most compelling support point for creative development.