Responsibility – What’s your policy?

Liberty Mutual was established in 1912 and today the company is the 2nd largest property & casualty insurer in the United States. 

For a number of years the company has operated with a large portfolio of brands.  Within the United States, Liberty previously maintained 8 distinct regional companies which all but with 1 exception, used the Statue of Liberty logo.  These brands are all displayed below.  Earlier in the year the organization made the decision to consolidate these regional brands into the single parent brand.  

"Liberty Mutual Insurance has decided to go all Liberty Mutual, all the time.  The insurer is retiring the brand names of eight regional commercial lines insurers in order to use the Liberty Mutual brand exclusively in all markets."

The company indicated that “The decision was influenced by our agents’ desire to align their businesses with the stronger, more recognizable Liberty Mutual brand,".  Considering the similar logos, this is an oblivious transition and the new consistency should help increase awareness and allow the regional brands to benefit from the existing recognition of the parent company's strong brand and national marketing efforts.

In comparison to some of the marketing campaigns previous discussed in this journal, Liberty's recent advertisements are similar in their attempt to use humor to entertain and gain brand awareness however, in contrast the companies marketing appears to focus the messaging around product features and there is no mention of the cost or any potential price savings.  It's not a big difference but it must be working...

Consumers ranked Liberty Mutual as the top TV Brand Advertiser of 2012 for the insurance category - Ace Matrix