The Innocent
Poste Italiane
A brand's positioning is best reflected in the topics it chooses as well as the tone and wording it adopts. The gold standard is to create a distinctive content profile that stands out from the competition - one that establishes defining brand peaks that go beyond standard industry topics.
An industry with few extremes and comparably differentiation between brands. Generali (Hero), Ping An (strongest Creator profile) and Swiss Re (Creator, Sage, Explorer) stand out with distinct focus.
Choose max. 4 brands to compare:
The Regular Brand
AIA
AIG
Allianz
Allstate
Aviva
AXA
Canada Life
China Life Insurance
Chubb
CPIC
GEICO
Generali Group
Manulife
Metlife
Munich Re
LIC
PICC
Ping An
Poste Italiane
Prudential Pic
Prudential US
Swiss Re
Travelers
Zurich
Explorer, Sage, and Creator are the top three archetypes. The Regular Guy archetype appears with average frequency.
Similar to the apparel industry, the most commonly used words revolve around “what” and “how.” Interestingly, “fun” made it into the top 20.
18% of the analyzed brands were excluded from the analysis due to the lack of an English website.
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