While having a brand name everyone knows gives Fireman’s Fund a leg up in the market, the carrier had to overcome an “identity crisis” before it could build a new, profitable business model based on the competitive advantage its history provides, the carrier’s newly elected president contends.

When Joseph Beneducci was named executive vice president and chief operating officer in May 2003, “we had one of the most recognized brands in the business, but the biggest challenge was resolving an identity crisis from the late 1990s stemming from not focusing on what we really did well and what made us distinctive in the market,” he told National Underwriter in an exclusive interview here last week.

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