CINCINNATI--What began as a conventional search for brand identity has become something of a cultural phenomenon for Liberty Mutual Group, with an advertising campaign gaining prominent mention in mainstream media, the head of its market division said.
Addressing attendees of the annual Insurance Marketing Communications Association here on Monday, Steve Sullivan, senior vice president of communications for the Boston-based insurer, described how connecting with customers on a value level has led to a wildly successful branding campaign.
In a world of "superficial entertainment," the company decided it wanted to connect with its customers on a "real value level," said Mr. Sullivan.
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