It doesn’t just tell time. It tells History. Rolex

You never really own a Patek Philippe. You merely look after it for the next generation.

So, why begin with two iconic advertising slogans for timepieces? Good question, which I hope to answer. This week I attended a client summit in which preferred lawyers and vendors such as field adjusters and experts attended question and answer sessions presented by Underwriting, Loss Prevention and, of course, Claims. There is little substitute for free exchange of ideas across many states, the camaraderie engendered and, frankly, the esprit d ’corps that emerges from such summits. But then the surprise: The last company presenter was the Senior Marketing and Communications Officer.

His message was that a brand is a promise of who you are — and a promise that is tested every time people come into contact with any facet of your business. Building an attractive and helpful website is important. Developing plain English policy forms and brochures is a must. Getting out clever and eye-catching advertisements is a must; think of the Duck (or is it a Goose?) in Aflac.

But the promise of an insurance brand –and this was the presenter’s real point — is only fulfilled if counsel and others appointed by the insurer live up to that promise with consummate professionalism, courtesy and respect. And so, we have two jobs — to burnish the brand of WCM and to help our partners keep their promise to their insureds.

And that’s it or this This and That. If you have any questions or comments on the importance of legal partners and insurance brand identity, please call or email Dennis.