Top 100 - Wamda.com

57 BrandZ Top 100 2011: SECTORS/COMMENTARYBrandZ Top 100 2011: SECTORS/COMMENTARY 5814.Deliver a greatexperienceIntroducing and polishing shinyobjects is fine, as long as theywork reliably and don’t causecustomer frustration.13.Build trustBecause mistrust may be thedefault consumer attitudecoming out of the recession,trust can be difficult to build butpowerful when it’s established.15.Deliver valuePost-recession consumersappreciate durability, quality andheritage, and they expect topurchase them at a fair price.INSURANCEHIGHLIGHTSAllianz launched a campaign stressing its globalreach and empathy with diverse people facingreal life problems.AIG sold its asset management business to aHong Kong firm, part of an overall industry trendto focus on basics and restore consumer trust.The uncertainty around healthcare reform inthe United States affected a segment of theinsurance industry and complicated planning.KeytakeoutsINSURANCEIN 2011Nick Clark, Creative Consultant,The PartnersInsurers develop personalities“Insurance is a low interest category and issuffering from increased commoditization.The challenge for brands is really to create somekind of compelling personality that can allowpeople to engage emotionally with the brand,above and beyond. The other thing is to actuallyact on what you’re saying. It’s not enough thesedays just to advertise, you have to actually do aswell as say.”SPOTLIGHTThe direct-to-consumer trend, which beganin auto and home, moved dramatically into lifeinsurance last year with MetLife’s “StraightStory on Life Insurance.” The award-winningonline utility maps the consumer’s journey andexplores the appropriate life insurance optionsand financing plans. It enables consumers tocomparison shop and puts them in controlof a significant purchase that traditionallydepended on an agent.