American Fidelity. A case study in branding insurance.

The American Fidelity Case Study.

How we helped American Fidelity find the right brand promise.

American Fidelity is one of the leading providers of supplemental insurance and benefits, specializing in auto dealerships, education, municipalities and health care. Its core customers are employers who offer supplemental insurance to their employees in those segments.

American Fidelity
The old logo of American Fidelity had little brand meaning.

As a business, it operates in divisions based on those specialites. At issue was that American Fidelity had no overarching brand promise that brought the divisions together, increase preference with existing customers and attract new prospects.

Finding meaning for American Fidelity.

To achieve that, the project entailed qualitative and quantitative research with employers, employees and associations – both current customers and those who use a competitor. Also, an analysis of the competition and a brand audit was conducted to see where the current brand stood in the market and what it could claim.

Our competitive analysis found that competitors, which range from regional carriers to giants such as Aflac, focus solely on price, coverage and, in the case of Aflac, quick results.

American Fidelity
The new logo for American Fidelity redefines who its customers are: Those who always seek a different opinion.

The research demonstrated that administrators and employees believed all supplemental benefit providers were basically the same.

For the employer, who has complete control in selecting a supplemental benefits provider, the research clearly showed that they viewed their individual organization’s needs as unique. To find the right coverage for their particular needs, they seek something different.

Wanting something different was also part of their belief system, which is the emotional driver of human behavior.

Using an existing strength of the company – its niche focus – the new brand promise of American Fidelity stated that it represents a different opinion from the status quo because it is a specialist that knows there are no pat answers.

As the company says now, “When it comes to making health decisions, many seek a different opinion from a specialist. When choosing supplemental benefits, it’s important to seek a different opinion too.”

To reflect that brand, a new logo was developed that demonstrated American Fidelity being different and more important than the rest of the pack.

From advertising to collateral systems, signage to stationery systems, Stealing Share created a comprehensive brand structure for American Fidelity. Included was a brand standards guide that demonstrated cues for logo uses along with messaging and brand personality guidance. Stealing Share also conducted brand training for its thousands of employees.

The Pat Summitt Brand

The Brand of Pat Summitt

Pat SummittPat Summitt knew, but you might not know, that many many years ago I owned a scouting service for Division 1 NCAA basketball programs. Women’s Division 1 NCAA basketball programs.

I was privileged to meet and get to know many of the basketball coaches of the day in a sport just beginning to feel its oats with Title 9 funding.

This was so many years ago that Pat Summitt had yet to win her first NCAA title. In my second year in business, that all changed and Pat’s Lady Vols cut down the nets. I was there for that game.

I will leave the tributes to others and there will be many well deserved accolades. She was as gracious in private as she was tenacious in coaching (and as a player years before). I don’t claim to have known her well but just meeting with Coach and spending a short time with her was an unforgettable moment.

She was legendary before she was at the pinnacle of her sport and EVERYONE knew it was just a matter of time before Pat’s teams dominated her sport. I know now why that was. It was the Pat Summitt brand.

Joining the Vols

To become part of that brand, to have the Tennessee Lady Vols logo on your jersey MEANT you were a relenteless and hard as nails competitor who worked tirelessly to be the best you could be.

Pat Summitt Tennessee LogoPlayers improved and grew under Coach Summitt’s tutelage. But she also recruited and won better athletes. The good ones wanted to be part of that brand. No matter how great they were in high school, they believed they were going to a special place and were going to be coached by greatness. The brand was a reflection of Pat Summitt.

What did that mean to the athletes? Everything.

Why the Pat Summitt brand was so powerful

Pat SummittThe basketball court was a microcosm of the world of Pat Summitt. She believed in the transformative power of PRESSURE. There was the pressure to become better. There was the pressure to eliminate mistakes. There was the pressure to be a complete human being and there was the legendary pressure of her man-to-man defense.

Everyone was subjected to her pressure. Especially the poor NCAA victims of her teams rise to greatness.

Pat Summitt was indeed a brand with a capital B. It meant identifying yourself as a player with that brand. It was your identity and it was lived with great dignity and charm by the woman who created it. She did not invent it.. Its just who she was.

Rest in peace Pat Summitt. You are missed.

John Wooden’s Wisdom

John Wooden was a marketing genius

Brexit succession means nobody wins

The unthinkable happened with Brexit

Brexit is racismBrexit was a bloodless civil war. We have come along way (or have we?). Time was an obscure Archduke could be assassinated in Bosnia and the whole world would be dragged into a global war later called the First World War in history books.

In 1861, the United States of America began a bloody struggle to decide the legality of succession. We called that fight the Civil War and it took four blood soaked years and millions of lives to settle. In the end, the decision was made that no state was sovereign enough to resign its place in the United States.

Shelby Foote famously said that, before the Civil War, people said the United States “Is” and after the Civil War they said The United States “Are”.

Yesterday, the United Kingdom VOTED to leave the European Union. In our Twitter world, the vote was shortened to Brexit. It is an example of how blind nationalism can cloud judgment and how people will emotionally vote for things that in the long term are not in their own best interest. I wonder if Scotland wishes it had another shot at their historic vote to remain in the United Kingdom? Scotexit never became a word.

Brexit means?

Brexit winsI think a great deal of world stability will be shaken by this vote. I can see further troubles stirring in Northern Ireland again. I believe the uncertainty in the world’s monetary systems will shake rattle and roll the financial markets for a while as the global community tries to discount this tsunami of change. Everything we have come to rely on in this global world has been challenged.

But the reason I write this is because NO ONE doubts the RIGHT of the UK to secede (not to be confused in any way with succeed).

In the US, we thought the illegality of succession was decided and written in blood 150 years ago. Americans believe we have a corner on the market when it comes to freedom and liberty. We are wrong.

Freedom of self-determination was just exercised in Europe to an extent we can’t even fathom in the US. Had this RIGHT been self evident, I would be penning this blog in the Confederate States of America because I live in North Carolina—a state that lost 1 out of every 4 casualties at Gettysburg  during the Civil War.

To me, it does not matter if you think the American Civil War was fought over state’s rights or slavery. The impetus for the temporary dissolution of the United States in the late 1800’s was due to a racist issue.

I think the same is true for Brexit.

Racist underpinnings

I don’t believe it was so much an economic issue as it was over a war on immigration. The UK did not want Europe dictating immigration policy. They just don’t want THEM settling in the UK any more.  Think about it, the UK never surrendered their currency to the Euro. The Pound  Sterling remained.

BrexitSo much for economics driving succession.

I find Brexit a sad move. Not for all the obvious reason of a common market and ease of travel. I find it sad that bigotry wins anywhere and under any circumstances.

You can have your DNA tested for just a couple of dollars (or Euros or pounds) these days. It points to your REAL ancestry.

Funny, the differences are very small. We all began in Africa and are very much the same. Only the adopted and insignificant drapery of religious preference and favorite cuisine separates us all one from another.

Bing It and Uncle Buck

Bing it. I mean Google it.

Go ahead and Bing it. Sounds a bit odd doesn’t it? Yet that is exactly the phrase used in the ABC Television Series Uncle Buck. Pretty obvious that Microsoft paid heavily for the endorsement. So heavily that its product placement was imbedded in the script and not just on some cereal box sitting on a kitchen table.

Uncle buck. Bing it
The TV ripoff based on the John Candy classic

The idea of Googling something has become part of our everyday vernacular. We say it even if we use Bing as our search engine. It’s an expression based upon usage that arose form preference but means less than it did years ago when search engines were in a war for our loyalty and usage.

You know how I feel about Google— that faceless and omnipresent tyrant of what we all see on the internet. No one would like to see BING and the idea of Bing succeed more than me. But I am pretty certain that ship has already sailed. Google won and we all lost.

My issue is not with Microsoft trying to promote its Bing search engine. It has both the right and obligation to do so. My issue is with the way in which it is grasping at straws.

Bing it does not roll off the tongue

It feels so unnatural to say “I’ll Bing it” that is screams of being contrived and smells very badly of being anything but authentic. Underdogs (imagine that I am actually calling Microsoft an underdog) need to be jarring to get their message and meaning across. We tell all of our clients that the price of clarity is the risk of offense but blatant marketing is not just counter productive as it is destructive.

No one watching the show and hearing the words. (By the way this is not the first time Microsoft has placed its Bing product in media using this convention. Bing was also featured prominently in Amazing Spider-Man.) It literally SCREAMS Madison Avenue and, as a result, feels contrived and unimportant.

All we feel when hearing the words is being offended that anyone would think we are so stupid as to believe the idea. This self-definition is the heart of brand equity and is exactly what Bing wants to avoid… unimportance.

Bing it on Uncle Buck
The TV rehash of the John Candy Classic

Bing needs to relaunch its brand and revisit its algorithms. It needs to design real differences between itself and Google in a way that meets our needs in a superior manner. This requires more than just an interface. It needs to think about how Google is failing us (like bringing paid URLs to the top of the search) and provide content legitimately based upon our search criteria.

Google can’t do this because it has built a model on this revenue. Bing is just a pimple on Microsoft’s butt and it could more than match its current revenue through acquisition of customers and selling ads on the page rather than purchased and favored search results pretending to be to be important.

Read more on Google, Bing and search engines below:

Bing in 2013

Google as a monopoly

My fickle relationship with Google