As an
#insurance incumbent you have a lot of advantages compared to a
#insurtech start-up. You have a customer base, reliable processes and a proven business model. A fresh brand people relate to is not one of them. In the era of dramatically changed customer behavior and customer expectations products that don't trigger emotions face the thread of becoming commodities - also insurance and finance products. Alongside modernizing corporate structures, culture and products, brand building will be key for the insurance of the future.
The midsize German mutual life insurer "Lebensversicherung von 1871" aka LV1871 astonishes with a fundamentally refreshed brand. I went to their headquarters in Munich trying to find out their secret sauce of success.
How to refresh a 150 year old brand - 5 learnings of LV1871 influencer agency | |
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| Education Creative Commons Attribution licence (reuse allowed) | Upload TimePublished on 17 Apr 2019 |
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