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Run Time: 27:00
in On Point

Managing the ‘Brandabees’

In this podcast, you’ll get a behind-the-scenes look at the brand strategy that led to INSURICA, an Oklahoma-based independent agency with 30 locations in six states generating a combined $100 million of revenue. Kevin Wellfare outlines lessons learned in what once was a collection of local agency acquisitions – and separate names on each door. “Once we got above seven offices, it became apparent to us that no one could knit the pieces of the puzzle together,” Kevin says. “You could not distinguish the local agencies from accounting firms or law firms.” Getting the troops to rally behind a single brand name was challenging, but exceedingly worth doing, he says. And this includes managing the unrealistic or wayward expectations of who he calls “Brand Wannabees,” or “Brandabees.”

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