Defending an insurance company's brand reputation in this social media era requires more than just routine public relations and mass media advertising. It takes a proactive counterinsurgency strategy.
That's the main lesson insurers can draw from a new book, "Brand Resilience: Managing Risk and Recovery In A High-Speed World," by a colleague of mine, Jonathan R. Copulsky, chair of Deloitte Consulting's Marketing Council. Copulsky quotes liberally throughout his book from the "Counterinsurgency Field Manual," a game plan devised by the U.S. Army and Marine Corps that's generally credited with turning the tide in the latest Iraq War.
In his book, Copulsky notes that while the manual—available free online—is "written expressly for a military reader…its guidance has striking parallels with what is appropriate for brand stewards, given the new marketing realities."
Want to continue reading?
Become a Free PropertyCasualty360 Digital Reader
Your access to unlimited PropertyCasualty360 content isn’t changing.
Once you are an ALM digital member, you’ll receive:
- Breaking insurance news and analysis, on-site and via our newsletters and custom alerts
- Weekly Insurance Speak podcast featuring exclusive interviews with industry leaders
- Educational webcasts, white papers, and ebooks from industry thought leaders
- Critical converage of the employee benefits and financial advisory markets on our other ALM sites, BenefitsPRO and ThinkAdvisor
Already have an account? Sign In Now
© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
