Mixed Messages: The Insurer's Challenge to Fulfill Its Brand Promises
Andrea Stein, Vice President, Marketing Communications, AIG Private Client Group
Throughout 20+ years as a communications professional, I’ve been privileged to participate in multiple branding (and rebranding) efforts. Big hopes are pinned on the back of a name: it can symbolize a fresh start, spur growth, convey quality (or the lack thereof), signify recovery from crisis, and the list goes on.
A brand launch or brand refresh usually kicks off with great fanfare and a sizeable marketing investment. Yet in today’s era of customer centricity, advertising alone cannot pave the path to success. A brand’s meaning may be suggested through a clever campaign, but it’s cemented by the collective experiences of those who engage with it: customers, intermediaries, employees, shareholders and the media, to name a few.