Turning an Insurer’s Channel into its Champions
A More Meaningful Audience
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.
BrandCulture identified an opportunity for Explorer to stand out with its key champions. We helped Explorer come to see its channel—independent agents who play a major role in the purchase decision—as its essential customers, focusing its efforts on a more meaningful and manageable audience.