Stoke

Background
Founded in 1923, SAFECO is the 23rd-largest insurance company in the nation – with over $6 billion in annualized revenues. In 2008, SAFECO became a division of Liberty Mutual Insurance.

Challenge
As a mid-tier competitor in personal lines insurance, SAFECO’s consumer brand was significantly challenged by a crowded, competitive and heavily commoditized field. Instead of competing at a "retail" consumer level, SAFECO needed to generate a competitive advantage, leveraging its distribution channel of independent agents & brokers.

Outcome
Over several engagements, Stoke’s partners conducted segmented customer research to explore brand positioning and service development opportunities. SAFECO’s brand essence – "Attunement in Action" – was developed to secure preference and loyalty from the independent insurance broker. A brand simplification initiative was then implemented, with the objective of making SAFECO products easier to buy, sell and own.