The Aflac duck and meaningless brand equities

The Aflac duck and meaningless brand equities

Aflac Tom Dougherty, CEO – Stealing Share 25 June 2018 The Aflac duck and meaningless brand equities Aflac Chief Brand & Communications Officer Catherine Hernandez-Blades tells reporters that the Aflac duck is here to stay after 18 years of service. Right...
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...
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? Can we...
Insurance brands tackle negative perceptions

Insurance brands tackle negative perceptions

Insurance brands 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 simple procedure would bring...