In Brief

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...

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. 

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