I was very sorry to hear that Jeff Meyers–executive director forthe past few years of Trusted Choice, the branding program of theIndependent Insurance Agents and Brokers of Americawould be leavingthe association this week. The big question now is what the Big Iwill do with the program going forward.

Jeff Meyers did a fine job promoting the program to the industry,the media and the general public, and his dedication to theindependent agency system will be sorely missed. For many years heworked in the Big Is communications department, where he was alwaysa pro's pro, earning a reputation for being straightforward andhonest with reporters. He built up a lot of credibility with themedia, and was a very effective advocate for the association andits members, before being asked to run “Trusted Choice”–one of themost challenging projects the association has ever taken on.

Jeff, according to a Big I release, is leaving to pursue otheropportunities. I wish him well, and wherever he ends up, his newemployers will be lucky to have him on their side.

Taking over as executive director of “Trusted Choice” will beDave Evans, now a senior vice president at the association. Davewill have a much bigger job on his hands, as hell continue tooversee the Big Is communications department while also serving aspublisher of its magazine– a natural fit that will create a newsynergy for Trusted Choice, the IIABA said.

As someone who has worked on our brand from conception toimplementation, I can think of no one more qualified to takeTrusted Choice to the next level, said IIABA President AlexSoto.

Trusted Choice is a terrific idea and a worthy effort.Independent agents have always had to cope with the fact that theyare essentially on their owntheir greatest strength, but alsopotentially their biggest weakness. They dont have the advertisingfirepower and clear message of the good hands people at Allstate orthe good neighbors at State Farm. Thus, they could use all the helpthey can get in establishing their own “brand.”

Trusted Choice is an attempt to give independent agents a clearidentityas the trusted advisers for individuals and business ownerswhen it comes to insurance and risk management.

The only weakness in the program that I can see is the lack of anational symbol of some sort beyond the Trusted Choice logo. Aflachas its hilarious duck, and GEICO its obnoxious gecko, but notsince TV's “Perry Mason”–Raymond Burr–was the Big Is nationalspokesman many moons ago has the independent agent had a clearlyrecognizable icon to grab the attention and stick in the minds ofconsumers.

It helped that Mr. Burr was a decent person with enormouscredibility who truly believed in the independent agency system. Hewas tireless in traveling around the country, promoting the morethan one company agent.

I have no idea who could take his place today, even if the Big Iwere interested in going that way–a big “if” considering the pricetag that would likely be involved. (Mr. Burr was worth every pennythe Big I spent, but he didn't come cheap.) Rudy Giulliani has thecredibility, but not the charisma or charm of Mr. Burr. Still, itsa suggestion worth considering.

Do you folks have any ideas as to who (or what, if yourpreference is a cartoon character or animal) might be a good choiceas icon for the Big Is branding campaign? A talking eagle, perhaps(playing off the Big Is logo), swooping in to rescue policyholdersin trouble?

Feel free to log on and note your suggestions, or any othercomments you might have about the branding challenges facingindependent agents and how to overcome them.

For more information on the Big Is branding program, go towww.TrustedChoice.com.