A brand new approach: auto insurers are looking to various channels and a consistent message to brand their companies.(Property/Casualty)

Best's Review, January, 2006 by Chordas, Lori

Amazon.com Founder and Chief Executive Officer Jeff Bezos may have said it best when he remarked, "A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well."

Many auto insurers, undaunted by the prospect of difficulty, are pushing beyond a creative campaign and catchy slogan to develop an effective brand. "Insurance companies are finding it necessary to differentiate themselves because insurance is viewed as a commodity, where the only thing that matters is low price through low premiums," said Dave Dolak, a professional certified marketer. "They need to seek ways to communicate the fact that quality insurance coverage means more than just a good rate."

Some insurers are marketing their brand beyond...

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