The insurance industry spends more than $6 billion a year on marketing, according to McKinsey & Company. (Just think of the millions of dollars alone in campaigns such as the GEICO gecko, the “We are Farmers” jingle, or the always helpful Flo from Progressive.) No doubt that these clever tactics go a long way in establishing brand recognition. However, does this necessarily mean that a consumer will choose a carrier based on advertising alone? Unfortunately, probably....

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