Perception is everything so when we at The General realized there was a perception that our insurance lacks quality based upon our commercials, we knew we couldn’t ignore it. The reality is that when you’ve been around for nearly 60 years, everyone knows your name. That doesn’t mean, though, that they know who you are – especially if you’ve done a poor job of telling them. This year, we decided it was time to tell a little different story.
What Brought About the Change?
Quite honestly, you brought about the change in our branding and advertising efforts! We believe in listening to those who are our customers as well as to those who could be. What we heard was that we have an 80 percent national brand awareness, but while most consumers are aware of us, they were misjudging us based on our commercials. Despite our Trustpilot rating of 4.7 based on over 56,000 reviews, those who were not insured with us told us too often that they wouldn’t be. Turns out, we didn’t need to change our products and services. We just needed to evolve our brand.
What Are We Doing Differently?
When you realize that what you’re doing isn’t working, to avoid becoming the definition of insanity, you do something different. We actually decided to do a lot of things differently and the first step was enlisting the help of the talented, award-winning team at Highdive. Armed with the wit, consumer understanding, and creativity of our new agency of record, The General decided it was time to hit our perception issues in the most authentic way possible: head-on. The result is our newest ad campaign and we think it will speak for itself when it comes to our evolved creative direction and its intent.
What Hasn’t Changed with The General’s Re-Brand
Some things will never change. Just as we’ve been doing for nearly 60 years, The General will continue to offer quality insurance at affordable rates. We will always make ourselves available and flexible for those who need it the most, and we will continue to support our customers at every stage of their lives, from their first cars (when Shaq joined us!) to their last.
You can also count on continuing to laugh with Shaq in our commercials. The guest appearances will keep on coming and honesty and authenticity aren’t going anywhere either!
See ALL the New Commercials Here.
What’s Next in The General Insurance Re-brand?
Evolutions don’t happen overnight and The General‘s brand evolution is no different. We’re still listening and what you have to say will continue to matter the most, but keep an eye on us, because we’re just beginning down the path of new creative and there’s no telling what (or who) you might see next.
In the meantime, we’d love to hear from you.
What do think about The General Insurance Re-Brand? Let us know here.