There are three main principles of marketing: price, consistency, and separating from the pack, Jessica Du Bois said at the BenefitsPro Expo virtual session. (Photo: Shutterstock)

In a presentation at BenefitsPRO’s Virtual Broker Expo on Wednesday (Aug. 19), Jessica Du Bois, an employee benefits consultant at Business Benefits Group (BBG), and Jeff Grocky, marketing director at LISI, offered ways for insurance agencies to align their brand and marketing strategy to match the needs of today’s market.

The presentation began with a quote by Seth Godin on branding, offering a unique take on the meaning of the word: “Brand: The set of expectations, memories, stories and relationships that together account for the reason a consumer will choose one product over the other.”

Want to continue reading?
Become a Free
PropertyCasualty360 Digital Reader.


  • All news coverage, best practices, and in-depth analysis.
  • Educational webcasts, resources from industry leaders, and informative newsletters.
  • Other award-winning websites including and

Already have an account?

Danielle Ling

Danielle Ling is an experienced video journalist and business reporter. As associate editor, Danielle manages all multimedia and reports on industry news and risk-related coverage, managing all weather-related content. A University of Maryland and Philip Merrill College of Journalism alum, Danielle previously served as a video journalist for Verizon FiOS 1 News NJ, Push Pause. Connect with Danielle on LinkedIn or email her at [email protected].

More from this author



Join PropertyCasualty360

Don’t miss crucial news and insights you need to make informed decisions for your P&C insurance business. Join now!

  • Unlimited access to - your roadmap to thriving in a disrupted environment
  • Access to other award-winning ALM websites including, and
  • Exclusive discounts on PropertyCasualty360, National Underwriter, Claims and ALM events

Already have an account? Sign In Now
Join PropertyCasualty360

Copyright © 2023 ALM Global, LLC. All Rights Reserved.