Last Word: The Bottom Line

• Lori Chordas
• November 2008
• 

For nearly 60 years, "You're in good hands" has been synonymous with Allstate Insurance Co.'s mission.In fact, that simple phrase became the most recognizable slogan in America, according to Northwestern University's Medill Graduate Department of Integrated Marketing Communications in 2000.

State Farm's "Like a good neighbor" tagline also has stood the test of time, created in 1971 as "something that consumers could value and relate to," said Mark Gibson, assistant vice president of advertising.

For years, slogans have been an important part of the insurance industry's persona, defining companies and their brands.

Allstate's tagline came about after a doctor reassured a company executive's wife--saying, "You're in good hands"--when their daughter was ailing. Likewise, the company wanted to assure customers of its ongoing commitment.

Similarly, State Farm's slogan "explains our philosophy of how we treat new and existing customers," said Gibson.

While it's withstood more than three decades, the State Farm tagline has evolved over the years. "It conjures up many different images for people," Gibson said. "Thirty-seven years ago, neighbors were someone who talked over the fence or picked up your newspaper for you. Today, a neighbor may be someone who respects your privacy, or someone you have a virtual relationship with. The beauty of the slogan is that it's evolved as society and our business have also evolved.

"The true measure of a great ad campaign or slogan is its longevity and the ability for people to play it back," Gibson added. "What consumers continue to tell us is that as we grow our business, State Farm is as relevant today as it's ever been."

Newer slogans also are proving very effective. In 2006, Liberty Mutual Insurance Co. created its "Responsibility. What's your policy?" tagline to become "the steering point of our brand," said Steve Sullivan, senior vice president of communication services. "It's a way to indicate that every day we strive to do the right thing by our customers.

"In our category, we sell an intangible product," Sullivan said. "For companies like ours, their slogans are the real embodiment of their brand."

So, what makes an effective slogan? "They should be relevant to customers and center on the idea of a promise we can deliver upon as a brand," said Sullivan.

And they should be memorable, Gibson added. Part of the success of State Farm's slogan is its familiar jingle, which was written by singer Barry Manilow.

Not only that, Sullivan said: "Slogans should make an emotional connection with consumers and have a mnemonic quality like Allstate's open hands symbol."

In 2005, Amica Insurance updated its message with a new tagline: "It's not just how you're covered, it's how you're treated." "It's about making sure our policyholders are fully covered, have peace of mind and it conveys our exceptional customer service," said spokesperson Craig Phelps.

In only two years, MetLife's "Guarantees for the ‘if' in life" has become "one of the most recognizable taglines in the market, and has scored higher than any of our other past campaigns," said Beth Hirshhorn, senior vice president and chief marketing officer.

The promotion shows "we understand what people are going through in life and retirement planning, and MetLife partners with them to help create their own personal safety net."

The connection between a tagline and the organization is crucial, Hirshhorn added. "Many companies have catchy corporate sign-offs but no one can associate it with the company. That just adds more noise to the system."

Indeed, effective taglines are more than just chatter. "We determine if we're on the right track by the degree to which people think of us as a company that honors responsible behavior," Sullivan said. "That proves our message is effective."

By Lori Chordas, senior associate editor, Best's Review: Lori.Chordas@ambest.com