Turning an insurer’s channel into its champions
The Situation

After ten years of business as usual, this auto insurer was looking to accelerate growth with a newly aggressive focus on business development, the launch of a new consumer product in one of its territories and the development of several new services for its channel of independent insurance agents. Executive leadership enlisted BrandCulture to help develop a new definition of the Explorer brand, re-launch the brand in a marketplace dominated by competitors spending exorbitant amounts on consumer marketing and using the brand to instill a high-performance culture among employees.

The Solution

National auto insurers were engaged in an advertising arms race costing hundreds of millions of dollars, but BrandCulture identified an opportunity for Explorer to stand out and connect with its key champions. We helped Explorer come to see its channel—independent agents who played a major role in the purchase decision—as its essential customers, focusing its efforts on a more meaningful and manageable audience.