When your product is intangible and customers infrequently interact with you, how do you create meaningful opportunities for consumer engagement? American Family Insurance, an agent-based auto, home, life and business insurer, learned how to forge relationships with customers beyond the sales and service experience by borrowing a few cues from the retail space. Anne Norman, Enterprise Brand Strategy Director shares the story of creating the insurance industry’s first flagship brand experience store – DreamBank - and its impact on the way American Family delivers on their mission to inspire, protect and restore dreams.
Key takeaways include:
- How borrowing lessons from other industries can reinvigorate your brand strategy
- A brand’s reasons to believe are a shared responsibility
- Developing a physical interpretation of your brand promise cements a your purpose for a broad audience – employees, community, consumers
- Important, brand-led ideas can transform the way your company does business
In the fiercely competitive and somewhat commoditized insurance category, brand strength is a key driver of choice. In her role as Director of Enterprise Brand Strategy for American Family Insurance, Anne leads the management and development of a portfolio of brand assets, including extension of the master brand into new markets, products and services. Over the course of her six years, she has created the insurance category’s first flagship retail presence, DreamBank, launched a new brand positioning campaign “Insure Carefully, Dream Fearlessly”, and developed the brand’s first consumer engagement platforms extending beyond sales and service. Work that ultimately transformed the company’s purpose and customer-centric orientation.
Previously, Anne held brand management and marketing roles at Culver’s, driving the fast-growing Wisconsin favorite to a cult status extending beyond existing market presence.
Anne holds an MBA from the University of Wisconsin and a BA in Strategic Communications and English. She is also a professional certified life coach, using the skillset in leadership and the cultivation of customer empathy-driven insights.