I was very sorry to hear that Jeff Meyers--executive director for the past few years of “Trusted Choice,” the branding program of the Independent Insurance Agents and Brokers of America—would be leaving the association this week. The big question now is what the Big I will do with the program going forward.
Jeff Meyers did a fine job promoting the program to the industry, the media and the general public, and his dedication to the independent agency system will be sorely missed. For many years he worked in the Big I’s communications department, where he was always a pro's pro, earning a reputation for being straightforward and honest with reporters. He built up a lot of credibility with the media, and was a very effective advocate for the association and its members, before being asked to run "Trusted Choice"--one of the most challenging projects the association has ever taken on.
Jeff, according to a Big I release, is leaving to “pursue other opportunities.” I wish him well, and wherever he ends up, his new employers will be lucky to have him on their side.
Taking over as executive director of "Trusted Choice" will be Dave Evans, now a senior vice president at the association. Dave will have a much bigger job on his hands, as he’ll continue to oversee the Big I’s communications department while also serving as publisher of its magazine-- “a natural fit that will create a new synergy for ‘Trusted Choice,’” the IIABA said.
“As someone who has worked on our brand from conception to implementation, I can think of no one more qualified to take ‘Trusted Choice’ to the next level,” said IIABA President Alex Soto.
“Trusted Choice” is a terrific idea and a worthy effort. Independent agents have always had to cope with the fact that they are essentially on their own—their greatest strength, but also potentially their biggest weakness. They don’t have the advertising firepower and clear message of the “good hands people” at Allstate or the “good neighbors” at State Farm. Thus, they could use all the help they can get in establishing their own "brand."
“Trusted Choice” is an attempt to give independent agents a clear identity—as the trusted advisers for individuals and business owners when it comes to insurance and risk management.
The only weakness in the program that I can see is the lack of a national symbol of some sort beyond the “Trusted Choice” logo. Aflac has its hilarious duck, and GEICO its obnoxious gecko, but not since TV's "Perry Mason"--Raymond Burr--was the Big I’s national spokesman many moons ago has the independent agent had a clearly recognizable icon to grab the attention and stick in the minds of consumers.
It helped that Mr. Burr was a decent person with enormous credibility who truly believed in the independent agency system. He was tireless in traveling around the country, promoting the “more than one company agent.”
I have no idea who could take his place today, even if the Big I were interested in going that way--a big "if" considering the price tag that would likely be involved. (Mr. Burr was worth every penny the Big I spent, but he didn't come cheap.) Rudy Giulliani has the credibility, but not the charisma or charm of Mr. Burr. Still, it’s a suggestion worth considering.
Do you folks have any ideas as to who (or what, if your preference is a cartoon character or animal) might be a good choice as icon for the Big I’s branding campaign? A talking eagle, perhaps (playing off the Big I’s logo), swooping in to rescue policyholders in trouble?
Feel free to log on and note your suggestions, or any other comments you might have about the “branding” challenges facing independent agents and how to overcome them.
For more information on the Big I’s branding program, go to www.TrustedChoice.com.
Comments (3)
While the concept of attempting to brand independent agents has been a worthy objective, it would seem that the results may be less than satisfactory.
There may be several reasons for this. A lack of sufficient financial resources may top the list. If there's been a shortfall, it may be that "Trusted Choice" has not received the support of independent agents.
Since "Trusted Choice" first surfaced, something seems to be missing. The way the logo often appears makes it seem almost superfluous and even out of place. There it is on a business card or somewhere on letterhead.
But what does it mean to someone who sees it. It appears unrelated, alone, and, unfortunately, almost irrelevant, even tacked on.
Finally, a question: On what basis is the customer to believe that an agent is trustworthy? Who says so?
Besides, when someone says, "Trust me," are we more or less likely to do so?
Having worked with independent agents for many years, their strength, at least in my estimation, is their technical competence and their drive to find just the right solution for their clients.
Their problem is less one of branding (one way or another, each and every agency brands itself, either positively or negatively). Agents tend to want to be known as good people in the community (a worthy goal to be sure) instead of experts in protecting assets.
In other words, it may be less a matter of "trusted choice" and more one of "valued choice."
Posted by John Graham | September 21, 2006 1:42 PM
Posted on September 21, 2006 13:42
One of the biggest problems facing any agency, of any size and type, is setting yourself apart from other agencies and companies.
I notice a lot of the carriers these days are advertsing more, but whether it is a State Farm, Nationwide, etc., or one of carriers for the independent agencies,
the agency still needs to tell the consumer who they are and direct the consumer to the agency. Most of the advertising never mentions an agency.
Marketing is one of the most overlooked processes for small business. I should say, effective marketing.
Posted by David Voteau | September 21, 2006 2:38 PM
Posted on September 21, 2006 14:38
Good article on Jeff Meyer's departure from Trusted Choice and for instigating discussion on the future.
I've recently been somewhat vocal on this issue in some speeches (much to the dismay of some). Here are a few thoughts:
Before selecting an "iconic representative", Trusted Choice must first access the necessary funding for a truly national advertising campaign, supported by intensive local area marketing.
If television and print are cost-prohibitive on a national level, then a strong grass-roots, regional media and Internet-based (with entertaining movie clips) campaign must be funded -- PLUS agents (or advertising groups of agents) must be prepared to fund substantial ancillary advertising, marketing and promotion at the local level.
The current annual membership fee for Trusted Choice agencies is not going to get the job done.
I think the industry (association, agency owners and companies) must look at regional advertising funds (much like the auto dealer associations) that capture funding--perhaps a percentage of their commissions--from a mutual company/agency effort to fund such marketing impact at the local level.
Once such a strategy is developed and financial resources identified, then perhaps the investment into a "public face" might be worthwhile.
Jeff has taken the program a long way, but perhaps now is the ideal time to truly assess, regroup and plan for a future that will be impactful.
Jack Burke
Posted by Jack Burke | September 22, 2006 1:44 PM
Posted on September 22, 2006 13:44