Progressive Insurance: Creating a brand spokesperson to go with the Flo

At the Advertising Research Foundation (ARF) webcast, "Let Us Tell You a Story: What Consumers Have to Say through their Picks of the Top Brands of 2011", Amy Shea discusses the drivers for customer consideration.

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...

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