What happens when your icon has more brand awareness then your actual company?
When you mention the word Aflac in the US, the image that come to mind is a Duck,
not insurance.
In order to bring more attention to Aflac’s product offering they have
decided to scale back on the ducks presence. Although Aflac’s feathered icon has an 85% brand awareness level, CMO Jeff Herbert has
made the decision to change the companies marketing strategy. In part
do to the fact that most US consumers recognize the duck, but have no
idea what the company does.
And so in order to focus more attention
on what the company offers they have restructured their 200 person
marketing team and re assessed how they buy media. For the full story read AdAge.
refer to Adage.
Contributed by Amy Daroukakis
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it looks more like a goose than a duck!
February 21st, 2007 at 2:06 am
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April 16th, 2007 at 1:50 pm
I am an agent for Aflac and this is dead on! My customers all initially feel this way. They know the duck but have no clue what we do!
April 26th, 2007 at 8:58 am
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May 8th, 2007 at 6:17 am