Table of Contents
INTRODUCTION
3
PART 1. THE INSURANCE INDUSTRY’S BRANDING PROBLEM
5
COSTS OF BRAND WEAKNESS: SLOWER GROWTH AND REDUCED PROFITABILITY
5
THE TRUST DEFICIT
8
WHY INSURANCE IS “BORING”
10
OPACITY AND COMPLEXITY
11
THE NEED FOR POSITIVE TOUCHPOINTS
12
THE CLAIMS EFFECT 15 PART 2: LEVERAGING STRONGER BRANDS: THE SIREN SONG OF EMBEDDED INSURANCE 17 A CAUTIONARY TALE FROM TEXAS 18 PART 3: MULTIPLYING POSITIVE TOUCHPOINTS: BRAND BUILDING STRATEGIES FOR INSURERS 19 IDENTIFYING HIGH ENGAGEMENT CUSTOMERS 19 FORMING A “CLUB” 20 PERSONALIZATION AND CONNECTIVITY 20 DEVELOPING INCIDENT RESPONSE SERVICES 21 BUILDING BRAND VALUE THROUGH ROADSIDE ASSISTANCE 22 PART 4. INSURANCE BRAND BEACONS 23 CYBER INSURERS LAY FOUNDATIONS FOR STRONGER BRANDS 23 HAGERTY: A POWERFUL AUTO INSURANCE BRAND WITH MULTIPLE TOUCHPOINTS 25 PURE: WELCOME TO THE CLUB 27 PART 5. THE FUTURE ROLE OF BRANDS IN INSURANCE 28 ABOUT LEXICON ASSOCIATES 29
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