Business Services Industry
When marketing misses the mark.(First Word)
Business Insurance, February, 2007 by Zolkos, Rodd
Byline: Rodd Zolkos Over the course of the past few weeks, I've run across a couple of marketing-related stories that struck me as particularly interesting. One was kind of poignant in a way, the other more of a head scratcher. The first item is about a once-beloved brand icon that seems to be on the verge of being lost forever.
In an editorial in the Hartford Courant last month, the newspaper mourned that the red umbrella that's currently part of the Citigroup logo is likely to be lost to a rebranding effort the company plans to undertake. The umbrella, of course, came Citigroup's way when predecessor company Citicorp acquired the Hartford-based Travelers Insurance Co. in 1998. In 2002, Citigroup spun off the insurer's property/casualty insurance...
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