Insurance Rebranding. They sure need it.

Insurance Rebranding. They sure need it.

MARKET STUDY: INSURANCE REBRANDING The insurance market. “Insurance companies— get away from the gecko and Flo, and move into something real.” Insurance rebranding. An Insurance Market Study. Our experience with insurance rebranding began when...
Theme line or Tag line? What’s the difference?

Theme line or Tag line? What’s the difference?

The Difference. Theme line or Tag line. Tom Dougherty, CEO – Stealing Share 23 March 2017 Theme line vs tag line A tag line is not a brand theme line Don’t confuse an advertising tag line with a brand theme line. They serve different purposes. A tag line is a...
Proassurance Stealing Share

Proassurance Stealing Share

ProAssurance PHYSICIANS FEEL UNDER SEIGE. A COMPANY LOGO FAILS IF IT SHOWS WHAT A COMPANY MAKES INSTEAD OF HOW IT CONNECTS. Brand Launch Items Completed for ProAssurance: Logo, Brand Themeline and Brand Standards Logo System for Subsidiary Companies Brand Launch...
The different world of John Hancock

The different world of John Hancock

John Hancock Tom Dougherty, CEO – Stealing Share 20 September 2016 The different world of John Hancock Readers of this blog, visitors to our site and all our clients know that Stealing Share develops brands that are a reflection of the audience. That’s how you...
Selling insurance when people don’t want it

Selling insurance when people don’t want it

Selling insurance when people don’t want it People don’t like insurance companies, so what to do? Selling insurance has one of the single most difficult hurdles to overcome. How to convince audiences that they should buy something they believe they don’t...
Insurance branding to create preference

Insurance branding to create preference

Insurance branding to create preference The purpose of insurance branding Any process of insurance branding includes questions about creating preference. How do we gain preference for our products when, basically, they are identical to that of the competition? How can...

American Fidelity Assurance Company

Standing out in a regulated marketspace. In a highly regulated category, where the differences between the offerings of supplemental benefits providers are small, a niche focus and the promise to offer a different opinion other than the status quo helps American...
American Fidelity. Rebranding insurance.

American Fidelity. Rebranding insurance.

American Fidelity. A case study in branding insurance. 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...
Nationwide Baby, the right approach

Nationwide Baby, the right approach

Nationwide Baby, the right approach Tom Dougherty, CEO – Stealing Share 18 July 2015 There’s a certain kind of genius with the Nationwide baby It is not a new commercial but Nationwide is running one right now that grabs a brand message and drives it home...
Insurance brands tackle negative perceptions

Insurance brands tackle negative perceptions

Insurance brands tackle negative perceptions Insurance brands are different but not better Here’s a story that explains the problems of insurance brands. It sounded like a simple process when the dentist said our oldest son had a tooth lodged in his head and a...
Opportunities In The Insurance Industry. Do they Exist?

Opportunities In The Insurance Industry. Do they Exist?

The Insurance Market Opportunities In The Insurance Industry Are there brand marketing opportunities In the insurance industry? The insurance industry. I can save 15% by switching to GEICO? I can get life insurance for less than a dollar a day with Prudential? State...
The Insurance Industry marketing

The Insurance Industry marketing

The Insurance Market The Insurance Industry marketing The Insurance Industry Needs To Wake Up Insurance industry marketing is hardly working The insurance industry marketing business is overwhelmingly dominated by non-brand brands. This seems unlikely considering the...