Nearly all marketing and branding efforts fail because brands simply refuse to be honest with themselves.
That’s why the brand refresh, as it’s calling it, from The General Insurance Company is so intriguing.
The General hasn’t completely rebranded itself, which is a mistake.
However, it’s amazingly honest about its main weakness in a crowded insurance market.
Kenny Smith, Shaq’s co-host on TNT’s Inside the NBA, says, “We just misjudged them based on their commercials.”
What company would say that? But that was exactly what was wrong with The General Insurance brand.
The previous ads were terrible. And made audiences think the insurance company was simply a flight-by-night operation not worth your time.
By being so honest with target audiences, The General does something quite refreshing. It plays fair.
Most brands have a hard time with rebranding because they hold onto the past like a drunken uncle.
In addition, they rarely admit mistakes. They only will when trapped into a corner.
But being honest plays well.
Most marketing smells like a con. We know they aren’t playing honest with us. They’re just marketing.
The General’s honesty doesn’t feel like that.
We hoped The General Insurance Company would go all out in its brand refresh.
The General himself doesn’t hold that much brand equity, if any at all. He’s a reminder of cheap marketing.
And while the website is improved, Shaq looks trapped in a bad Photoshop job. (What’s with his head?)
Not to mention the brand could seriously use a new logo.
But The General Insurance Company has taken a brave first step in the right direction.