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Can Agent Overcome Identity Crisis?

While walking the exhibit area at the IIABA's annual conference, I ran into Eddie--short for "Ease Of Doing Business Man," the mascot of the Real Time campaign, designed to convince agents to upgrade

By Staff Writer | Updated on April 13, 2008

While walking the exhibit area at the IIABA’s annual conference, I ran into Eddie–short for “Ease Of Doing Business Man,” the mascot of the Real Time campaign, designed to convince agents to upgrade their tech capabilities. I smile when I see Eddie’s cartoon image on the campaign’s logo, and it was fun to pose with a “live” version. It made me think about how effective such techniques are when trying to brand your product, service or profession.

Independent agents have always struggled to “brand” themselves, since the general public has a hard time distinguishing among the industry’s various players. The goal is to make consumers understand that dealing with an independent agent has important advantages, such as focusing more on the consumer’s needs, rather than force-feeding them products from only one particular insurer.

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