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B2B Branding | Making Intangible Services Tangible

By Brenna Garratt – CEO

Progressive Insurance’s latest TV commercials are clever in their ways of making intangible services tangible. By placing insurance ‘products’ in a store setup with packaging and shopping carts, it helps make their service easier to understand and smarter by the way they bundle their offerings together. They attract motorcyclists, boat aficionados, or car owners by showcasing the different insurance protections – as well as creating a great opportunity to upsell. This also potentially creates a greater need for getting insurance or comparing your current policy and pricing to theirs.

When looking at the insurance world, it’s interesting to see that companies like GEICO, Progressive, and even Esurance have been at the forefront of today’s clever advertising.


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