State Farm's four tips for refreshing a brand

State Farm, the insurance company, boasted enviable brand strength and a unique heritage, but needed to transform in order to keep pace with changing customer needs.

State Farm's unique brand heritage is epitomized by the knowledge that it has:

  • been number one in the automotive-insurance segment since 1942;
  • led in homeowners' insurance from 1964 onward;
  • maintained a 78-year relationship with agency DDB;
  • 84 million active...