It takes time to establish a brand’s character. That’s why, for the past four years, Allstate has run a print advertising campaign that doesn’t ask people to call for a quote. Nope, their “That’s Allstate’s Stand” ads are a sustained effort to get people involved in insurance-related issues, without trying to solicit a direct sale.
When the print advertising first appeared in 2005, Allstate set out to educate consumers on how to manage catastrophic losses, such as those just experienced with Hurricane Katrina. The campaign has since expanded to discuss everything from the underfunded homeowners insurance market in Florida to teen driving to going green with electronic statements.
By separating this public service campaign from its sales pitches, Allstate has created a brand image that goes beyond the typical insurance company. Allstate is working to position itself as not just a good value, but also caring and concerned, so consumers believe the company acts in their best interest.

Has Allstate’s “Stand” truly defined its brand against competing insurers? Is money spent on reputation branding as effective as money spent on direct advertising? How do you measure its ROI?

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