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 policies and accounts.
These impressive statistics encapsulate the 95-year-old firm's enviable legacy. But Rand Harbert, State Farm's EVP/Chief Agency, Sales, and Marketing Officer, understands that the current wave of digital disruption shows neither reverence nor deference to the icons of yesteryear.
"The thing about history – especially a successful one – is that complacency has a way of setting in," he...