The Progressive Casualty Insurance Company was established
in 1937 as one of the first drive-in claims offices in America. The firm prides itself on living up to the
very definition of their name “progressive” priding itself on innovation
through their online shopping experience and unique products/services. The organization is also well know for their
advertising campaign involving Flo, Progressive's “helpful”, “lovable” and
“witty” cashier: Flo.
I was originally research the company’s advertising campaigns in an effort to review points of parity/differentiation when I stumbled across an interesting video
posted on Progressive’s youtube channel.
The follow 2 minute video was designed as a recruitment tool and
although it displays several images of employees and work spaces, the messaging
sounds similar to a commercial as it highlights innovative insurance
products/services. There is little
verbiage related to the actual employee experience. In the comments below the video is a link to
the company’s carrer webpage. In my opinion this video has an external focus however, it highlights an important branding concept. As equally important as
positioning a brand in the minds of consumers, a brands must also diligently be aware of positioning
the brand internally. All employees
should have a strong understanding of the brand and the company's values.
Companies also need to engage and connect with employees regularly. Branding is not only critical for attracting
external customers. It is also a key
factor in attracting, retaining, and motivating employees. Progressive promotes the brand internally by
describing the corporate culture: based on the “golden rule” (treating
others the way you want to be treated), and the organization also promotes and “celebrates”
employee differences. “At
Progressive, we celebrate the person you are, the ideas you bring, and the
energy you invest.” This are powerful messages that surely helped the
organization promote the brand within the organization.
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