Impressed by Swiftcover

It's not often that one is impressed by a car insurance brand. But I was sitting behind a bus yesterday and read the strapline - Swiftcover - get your quote in 60 seconds. Not necessarily mind blowing in itself but what IS interesting is that in a market that is so saturated and price driven such as car insurance, here's a new brand that only started in 2005 that's managed to carve out a new position on which to compete more effectively - Time. Time of which none of us ever have enough. So when everyone else was adding to the noise with minor points of differentiation - whether that be the level of cover, niche audiences, lower premiums or level of service, here's a brand that identified a real consumer pain (lack of time, the general pain of reinsuring your car and filling in endless pages online, sitting on the end of a phone)and positioned their brand and product accordingly (they were the first to introduce car quotes to your mobile phone). Now that's innovative. And that's the beauty of strategic planning...provided you do it well!