Progressive Insurance: Creating a brand spokesperson to go with the Flo
Geoffrey Precourt Warc
Consumers do not look at satisfaction as a variable – it's a given, a cost of entry among marketers. "If you're not satisfying customers," Amy Shea, Brand Keys global director, told an Advertising Research Foundation (ARF) Web cast audience, "you're no longer in the consideration set."
According to Shea, important drivers for consumer decision-making in the second decade of the 21st Century now include such considerations as merchandise return, customization, great design, and ease of delivery. Consumers are not always articulate about their choices, she...