Gift Card In the Big Store

“It’s like a gift card in a big store.”

Recently a client made that statement at the conclusion of a discussion about a new branding initiative for his insurance firm. The client was delighted about having a range of choices in the creative materials we had developed. But he also was a bit torn and forlorn about having to only choose one approach from more than one choice.

Ah, there’s the rub, as Shakespeare once said.

With a marketing budget, or any budget for that matter, insurance brands need to make choices. Read more