Insurance Speak: Core values are more important than ever in the COVID-19 era
In the pandemic age, establishing and operating by a set of corporate core values is critical to executing a successful brand strategy.
In the latest episode of Insurance Speak, two expert consultants in the insurance industry, Peter van Aartrijk and Troy Korsgaden, discuss the importance — especially in the pandemic age — of creating, sharing and discussing core values and creating a customer-driven value proposition.
Aartrijk is the founder of Washington, D.C.-based insurance marketing firm Aartrijk and a board member of the Insurance Marketing Communications Association. He is also the founder and principal of Channel Harvest Research, which conducts a major study of independent agents’ attitudes toward insurance carriers. Aartrijk also recently co-authored the book, “The Powers: Ten Factors for Building an Exponentially More Powerful Brand.”
Korsgaden is an insurance and financial services consultant and the principal of Korsgaden International, which specializes in global marketing, distribution, agency building and technology strategies for many of the world’s largest insurance carriers and financial services companies. As a consultant, speaker, and author of six books, Korsgaden’s career in insurance spans more than three decades.
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