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.
The industry also could better highlight how workers’ compensation insurers create safer factories and offices and get people back on the job faster. Or how the Insurance Institute for Highway Safety makes vehicles and roads less risky. Or how the Insurance Institute for Business and Home Safety conducts first-hand research to produce more disaster-resistant residential and commercial structures. (Why isn’t there a reality TV show depicting these life-saving industry efforts in action?)
Beyond doing a better job promoting everything the industry does to make people whole again and create a better world, insurers could learn some valuable lessons from Copulsky’s comparison of reputational risk management with a counterinsurgency when their reputation comes under attack. In his book, Copulsky outlines a seven-step process to bolster brand resilience: