Finding the Right Angle
Selling to the insurance sector just got a little more exciting—here are two new takes to guide product searches
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A little levity goes a long way to help branding, said Yokoyama. “Serious is a must as far as being trustworthy and professional, but being human and having some personality is also crucial from a marketing standpoint.” And while conveying “seriousness” often has meant turning to umbrellas, pens and the like to support branding efforts, he added, giving a company a more personal, human side has been working for traditionally stuffed-shirt sectors, such as insurance or financial. “At the end of the day, insurance is an intangible product and if you’re a faceless company you’ll have trouble creating brand loyalty,” Yokoyama affirmed.
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Christen Gruebel
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