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...