American Family dreams to cut through insurance-marketing clutter
Geoffrey PrecourtWarc
American Family Insurance starts its brand-enhancement effort with two strikes against:
- One: It's a challenger brand in a space that offers ferocious competition.
- Two: The other contenders for the insurance customer are big spenders with budgets generally surpassing American Family's by a ten-to-one ratio.
But Telisa Yancy, VP/Marketing at American Family Insurance, isn't concerned. Rather, she has a two-pronged approach to ensure the brand grabs a fair share of the market.
One: She believes her competitors rely too heavily on "The Critter Brigade" – the geckos, the camels,...