An article in today's Wall Street Journal reports that “according to new researchexamining brain reaction to commercial brands, strong productidentities can create more excitement than weaker ones–even inareas generally perceived as dull, such as insurance.” Who wouldhave thought?!?
The Journal article goes on to report that one of the biggestsurprises of the study was that “under examination by MRI, brainsrespond just as powerfully to strong insurance brands as to strongautomotive brands.” The result surprised the researcher, she said,because “cars are a status symbol. Insurance is anabstraction.”
An “abstraction,” huh? Tell that to the next person who runs tohis agent or carrier when his car is wrecked, his house burns down,or his business is destroyed in a hurricane!
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