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Quantifying Investment in Brand

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We all love our favorite consumer brands. We feel like they understand us, like good friends. Why? In part because for years they’ve invested in branding targeted to us. Those investments are often difficult to explain to insurance finance pros, as insurance organizations typically grow by buying talent, books of business, and other firms. Insurance industry branding guru Lorraine Jeckells joins us to research she says will tie long-term branding investments to growth—specifically in the insurance industry. That’s just the ammo insurance marketers need, she says. “Share of voice equals share of market. The data is there, but mostly in the B2C world.” While insurance leaders are reassured by ROI showing results of tactical digital marketing campaigns, “on the brand level you’re still see a lot of underinvestment.” Lorraine is incoming chair of the Insurance Marketing & Communications Association, which hosts its annual conference in June. She will unveil the research results at the conference. Lorraine also outlines reasons for young people to join a dynamic industry like insurance. She encourages young professionals to “be brave, even if you doubt yourself. Everyone doubts themselves. It doesn’t matter how senior or impressive they are, they always have the little worry of failure. The difference is doing it anyway.”