The BIG Kahuna

Gosh I wish I could have Geico car insurance! Unfortunately I live in Massachusetts which is a price regulated state; hence there is no competition in our fine state. How crappy is that? Isn?t our entire country built on competition? Imagine not having the ability to choose based on value, service and price. Hopefully Massachusetts will wake up and change that because good drivers like me (yea, perfect driving record) get penalized.

But on to Geico and their perfect flawless branding campaign and brand identity. They are a great example of how to build a brand identity. Okay so Geico says we want to be perceived as an insurance company that provides great customer service 24 hours a day, 7 days a week, 365 days a year and we want our clients to be able to do business with us in an easy fashion. Sounds simple right?

But now you have to execute internal branding efforts that support this positioning. That?s where most companies fail miserably. They say they?ll do one thing but deliver something else. That?s where you have a gap between your brand identity and brand image and where most companies ending up call us for help. People, don?t forget to brand internally!

Geico has pulled this off masterfully. They are the champs and now the most recognized car insurance company because of it. Sure their TV commercials are funny and entertaining but they deliver on the positioning. It?s real easy to use their web site and you get great customer service.

Branding is just that easy, say what you mean and mean what you say.

Kudos to Geico for a branding job well done!

This entry was posted on Saturday, July 21st, 2007 at 1:54 pm and is filed under Branding Champions. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.