On Strategy Showcase On the Spot: Progressive & Chick fil-A. Planners talking about brands they've never worked on
Apr 18, 2025
Featuring Alan Snitow, a Chicago-based Freelance Strategist, Vanessa Chin, SVP Marketing at System One, Matt Herbert, Co-founder of TrackSuit, and Marika Wiggan, Head of Strategy at Preacher, the conversation dives into modern branding. They discuss how Progressive Insurance and Chick-fil-A use relatability and humor to engage consumers. The panel highlights the effectiveness of brand characters and emotional marketing strategies. Their analysis reveals how these brands have innovatively transformed their approaches, creating strong consumer connections and loyalty.
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Risks of Human Brand Characters
- Human branded characters carry risk because their real-life actions impact the brand.
- Iconic mascots with replaceable actors, like the Geico Gecko, provide more resilience than individual spokespeople.
Commit Long-Term to Character Campaigns
- Commit to brand character campaigns for at least three years to see returns.
- Avoid short-term decision making that sacrifices long-term brand building through characters.
B2B Ready for Brand Transformation
- B2B marketing is ripe for transformation by adopting human, engaging, and creative brand approaches.
- Moving beyond functional benefits to emotional engagement presents huge opportunities.