Insurance is boring. We all know that. It is something that people do not want to have to think about, unless they are in trouble.
And all insurance companies are alike. We can be sure of that. They do the same kind of things in the same kind of way.
But stop for a moment to consider. What if those truths are not actually true? What if people recognised that commercial insurance matters every day? What if people realised that insurance companies are not identical, but in fact have real differences in their skills, service and structures? Differences which make choosing the right partner a vital decision.
Then you would expect insurance brands to communicate much more confidently and distinctively. To signal what makes them special. With substance and style.
Not all of them do that. Yet. But perhaps Liberty Specialty Markets will reframe expectations for marketing commercial insurance? By changing the unwritten rules of commercial insurance branding and marketing. By having the courage to stand out from the pack and communicate a distinctive and compelling proposition?
Written by Alec Rattray
