In my last blog, I examined the new ways that old brands sought to connect with their customers, especially Millennials. I was especially annoyed by JC Penney's attempts to revamp its stodgy image by running edgy new ads and redesigning stores to include coffee, juice bars and yoga stations.
That was before I heard about State Farm and its Next Door pilot project.
Last August, State Farm quietly opened a storefront in Chicago's trendy Lincoln Park. There's nothing about the location to suggest insurance; a peek inside reveals a coffee bar, comfy furniture and young coffee drinkers working on their laptops, just like any Starbucks.
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