Big I Moves Forward on Branding Program

Independent Insurance Agents of America (IIAA) has retained Addison, a San Francisco-based communications consulting firm, to guide its new branding initiative, announced Paul Equale, IIAA's chief executive officer.

"The primary goal of the association in the coming year is the development of a branding strategy that will communicate to consumers nationwide the value of our independent insurance agent members," said Equale. "Addison's experience and philosophy about branding is a perfect fit for our organization, and we are very pleased to have them as our partner."

Founded in 1960, Addison has emerged as one of the leading branding consulting firms in the U.S., with a client list that includes Domino's, AAA, Wells Fargo Bank and many other nationally recognized organizations and companies.

"Addison is very proud and excited to partner with IIAA to better define and communicate the unique value that independent agents bring to their clients," said Phil Seefeld, an Addison principal. "We see the choice and advocacy that IIAA members bring to the insurance-buying public as the starting point for this project.

"At the conclusion of our work, we expect that IIAA and its member agencies will clearly, consistently and succinctly be able to project a unified voice to the public, insurance company and legislative audiences with which they interact," he added.

Over the next few months, the IIAA/Addison team will conduct extensive research and analysis of IIAA members' position in the marketplace. The findings then will be used in the creation of an overall branding strategy, which will be unveiled at IIAA's National Legislative Conference in May.

"Our process will be one of inclusion," Seefeld said. "We expect to gather deep input from consumers, agents, national and state association staff members, and the insurance company partners. This will ensure that the recommendations and solutions we offer will work in the real world. A brand strategy that cannot be implemented is of no value."

"Independent agents offer tremendous value that insurance buyers don't get from our competition: the ability to choose coverages from many insurance companies; to tailor the package to fit the consumer's needs and budget; and to advocate for the consumer, not the company, when a loss occurs," added Equale. "Our branding strategy will enable us to communicate these and other independent agent qualities to insurance buyers across the country."