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  • Writer's pictureBrian Creath

Brand Work: Positioning For A New Channel

Updated: May 9

FBL Financial Group is a $14 billion financial services organization that sought to build a new car insurance presence online.

FBL hired Cohesion to position and message a “new brand” in an already crowded marketplace that has several entrenched brands with deep pockets (GEICO, Progressive and others). FBL already owned the ‘Protectant’ name, so Cohesion’s first initiative was to define what the strategic ‘essence’ around this brand could and should be. From there, we created a messaging platform that leverages FBL’s greatest strength—which was also a strong consumer desire identified during research.

Work also included building a logo/identity system. Protectant offers a unique balance of online independence and personal guidance, giving consumers not only more choice, but also more control.You could buy car or home insurance online, but what if you want help from a real agent? You could call an agent from one of the big insurance companies you’ve known since you were a kid, but how much is that going to cost?


You don’t want a sales pitch—you want an insurance policy. And if you have a question, you want to pick up the phone and talk with someone who knows you—not a stranger in a call center or an insurance broker who doesn’t know your policy all that well because he works with dozens of other insurance companies, not just yours.

For all these reasons we created Protectant, a new insurance brand born from decades of experience serving people just like you.

With Protectant, you can have it all: fast, easy and reliable service at a fair price—whether you prefer to buy online, over the phone or from your local Protectant agent. And whenever you want, your agent will be right here in your neighborhood, ready to answer a question, handle a claim or suggest a solution when your insurance or other financial needs change.

Finally. Insurance the way you want it.

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Perhaps you need to build a new brand for a new channel, or purpose? Contact Brian Creath, president of Cohesion at or at 314-276-5383.

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Cohesion is a strategic brand consultancy that helps organizations position, package and articulate the essence and direction of businesses, brands, solutions and issues. Since 1999, our work has created new value and revenue for more than 150 organizations, including Fortune 500 corporations, mid-market companies and innovative small businesses. To learn more visit, or contact Brian Creath, president, at

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