Building an Insurance Brand from the Inside Out

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Branding is one of three key areas that distinguish insurers that simply maintain status quo operations from innovators, according to Chromium's Peter van Aartrijk, who lists leadership and culture as two other factors. During an interview with Carrier Management at the Property/Casualty Insurance Joint Industry Forum, he explains that developing a brand vision requires strategic thinking and internal dialogue. It's more than logos and taglines, he says.

Read more about Innovator Brands on CarrierManagement.com in related articles, "Your Insurance Brand: Status Quo, or Innovator?" and "Branding from the Inside Out."

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