Bringing a brand promise to a commodity market

This article argues that the adoption of a service-led brand proposition is transforming the insurance business.

Bringing a brand promise to a commodity market

Mark EvansDirect Line

Adoption of a service-led brand proposition is transforming an insurance business, explains Mark Evans.

Like Many other industries, the insurance sector has been commoditised, with an exaggerated focus on price and the point of purchase. This has led to a lack of trust in the sector, with the perception that insurance companies focus on achieving the lowest possible price, potentially to the detriment of quality and value for the customer.

Consumers simply weren't getting what they wanted from insurance. All they want is for it to be easy,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands