Many individuals don’t perceive how a lot an insurance coverage firm relies on promoting to create an id. In comparison with a bodily product, insurance coverage is intangible, and folks acquire an affiliation with the model by promoting. How a lot you spend money on promoting and the way you lead your advertising technique is a core differentiator on who wins and who loses within the insurance coverage class. And Garth Knutson of Aflac provides us a lesson on the best way to win on the insurance coverage recreation.

Garth Knutson, chief advertising officer at Aflac, joins Suzy founder and CEO Matt Britton on the most recent episode of The Velocity of Tradition podcast in collaboration with Adweek. They focus on the function of promoting for a medical insurance firm and the best way to lead a profitable advertising technique to reach the business.

Knutson is an promoting and advertising skilled with 18 years of expertise growing and launching manufacturers, campaigns and advertising applications for small Fortune 500 firms. Earlier than Aflac, Knutson held a number of advertising roles in firms like Amazon, Publicis Seattle and WONGDOODY.

He shares why most Individuals make their medical insurance choices throughout soccer season, the best business differentiators and the way a model like Aflac adapts its promoting technique to the brand new macro setting.