The personal touch

Woah - it's been a long time since my last blog. The trouble is I don't like putting things up here unless I've thought through them in their entirety! Have made a conscious decision to change that, starting from now. Some things that have struck me recently. Companies that are getting their marketing right:

- Hiscox Commercial Insurance. You can't fail to notice their marketing onslaught in the last few years. Bold branding (red, black and white), simple images with bold headlines, and bold media placement - full magazine wraps, large billboards - there's nothing quiet about that. Yes bold, bold, bold. 'So what' you might say. And you'd be right. Lots of companies do that. But it's the boldness of their message that wins the day - in stark contrast to their competitors, directly appealing to their audience and marketplace, but what's more it's actually credible and supported through the whole product experience. They shout 'we call a spade a spade'. 'We promise to tell you the truth and nothing but the truth'. Which other insurance companies can lay claim to that? Go on their site to get a quote and it's amazingly easy. The language is in stark contrast to most insurance companies - there's no jargon. It's easily digestible. You buy the policy which is really easy and all the policy documentation is straight-talking too, in real English! Now that's refreshing. Hiscox. I take my hat off to you. Businesses everywhere - take note. It pays not to just 'pay lip service to your marketing'. Are you trying too hard just to be like everyone else? Can it really not be done another way? Is your proposition truly credible, believeable and appealing to the marketplace? So many questions...