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

Progressively promoting a brand internally

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.