John Lewis Insurance: The power of true brand extension marketing

This case study shows how John Lewis Insurance, an insurance service segment included in the UK retailer's operations, developed a new marketing approach that not only generated insurance sales but also built on the John Lewis brand.

John Lewis Insurance: The Power of True Brand Extension Marketing

Principal author: Tom Sussman, adam&eveDDBContributing authors: Les Binet, adam&eveDDB; Ric Roberts, Manning Gottlieb OMD

Overview

Brands diversifying and moving into new categories is nothing new.

Neither is the idea of retailers looking to offer services in finance or telecoms.

It has been common practice ever since 1959, when JC Penney first offered a department store credit card. It was an inspired piece of marketing – the new card tying directly into the JC Penney brand experience that its customers...

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