Identity Crisis

The big companies of the insurance world have branding down to an art. Independent agents lack these powerful marketing tools, yet somehow they must make their brands known in their local areas if they want their businesses to thrive. All too often, however, they fall far short in promoting themselv...

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Bibliographic Details
Published in:Best's Review 2005-02, Vol.105 (10), p.38
Main Author: Bowers, Barbara
Format: Article
Language:English
Subjects:
Advertising
Associations
Brands
Brokers
Consumers
Customer services
Executives
Independent insurance agents & brokers
Insurance agents & brokers
Insurance companies
Logos
Marketing
Professional baseball
Salespeople
Tournaments & championships
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Summary:The big companies of the insurance world have branding down to an art. Independent agents lack these powerful marketing tools, yet somehow they must make their brands known in their local areas if they want their businesses to thrive. All too often, however, they fall far short in promoting themselves, said Peter van Aartrijk Jr, managing director of The van Aartrijk Group. If anything, branding has become more important for independent agents these days because they face new kinds of competitors in the form of banks, mutual funds, payroll service companies and work-site marketers, van Aartrijk said. The IIABA and independent agency insurers launched Trusted Choice in 2001 to address the problem, said Jeffrey A Meyers, executive director of the program.
ISSN:1527-5914
2161-282X