![]() I love the way the Direct Line team have used product ‘sausage’ to make give the positioning real substance. And Direct Line has consistently executed against this strategy with campaign after campaign. A positioning based on ‘Hassle-free insurance that just works’ was identified this territory of high performance insurance appeared to be untapped. The latest campaign, ‘Take the Direct Line’, focussed on Direct Line’s scale but lacked a relevant benefit.Ī core target of consumers looking for control was identified: they wanted flexible, simple and efficient insurance. Reduced ad spend was part of the problem but so was positioning and communication. ) that reduced the role of brands and emphasise price. At the time the brand had lost distinctiveness in the face of growing competition from price comparison sites (e.g. ![]() ![]() ![]() Then stick to itĭirect Line have stuck to the re-launch brand strategy defined back in 2014. Direct Line is again a well-deserving winner in the IPA Advertising Effectiveness Awards, building on their 2016 success that I posted on here, when I reported on a campaign that built insurance quote volumes for both car (+10%) and home (16%). I agree with Mark Ritson’s recent column (1) that hails Direct Line as having a “best-in-class brand strategy” for reasons I explain below.ĭirect Line is one of the key case studies we feature in our brandgym Mastering Brand Growth program on our brandgym Academy online training platform. ![]()
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