April 2-3, 2019
To understand consumer perceptions of Progressive and the competition, its market research department has maintained many product-specific brand health trackers for many years. The trackers focused primarily on auto and recreational vehicles (motorcycle, boat and RV) and are fielded separately.
This product-specific brand tracking approach worked well for Progressive. However, as we’ve expanded our product offerings to home and renters and other ancillary products, our brand tracker strategy needed to evolve to understand the consumer’s “garage” and how it and everything in it is insured. We needed a way to measure how our brand is perceived on a holistic basis – not losing our view of product-specific markets but diving deeper into how the array of products we offer are all connected and reflected in the Progressive brand. Progressive Insurance will explain its design for a brand tracker evolution from a product-specific to a holistic measurement in the auto-plus-home insurance marketplace.
Growing category penetration in the CPG space is no easy feat. With numerous factors influencing the way consumers engage with long-standing categories, brands must remain at the top of their [...]
Wednesday | 2:15-2:45 | Room 3
This presentation will discuss how a global semiotic study helped Grand Marnier modernize its brand positioning by identifying the visual and symbolic “signifiers” that were most relevant in its key [...]
Wednesday | 4:00-4:30 | Room 1
For Microsoft, the commercial product space has transformed from products that shipped in boxes to services that operate more like a utility. Measuring the impact of its product in the [...]
Tuesday | 3:30-4:00 | Room 3