USA TODAY: … Geico’s quirky gecko, Progressive’s peppy Flo, Allstate’s mischievous Mayhem, Farmers Insurance Group‘s wry professor and Nationwide Mutual’s World’s Greatest Spokesperson aren’t just ubiquitous but some of the most clever icons created by Madison Avenue.
While they’ve boosted market share for discounters Geico and Progressive by helping lure Internet-savvy consumers and comparison shoppers, the heavy emphasis on humor-based advertising appears to be generating little more than expensive chuckles for the big carriers who control 50% of the $160 billion automotive market….
“The challenge is how to stand out from the other guy,” says Jon Swallen, a longtime industry observer who is chief research officer for brand tracker WPP Kantar Media. “When you have big brands all trying to stand apart, the challenge isn’t just yelling louder or more often, but creating a brand personality. The fact that Nationwide is changing its approach suggests that they’re attempting to carve a place where they can attempt to stand out.”… (more)
