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Episode 85 – Review of The Ladder Insurance Brand

April 14, 2022 | Kevin & Amy |
Brand Archetypes
Brand Archetypes
Episode 85 - Review of The Ladder Insurance Brand
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In today’s episode, Kevin flies solo again while Amy is working on the Michigan Mob’s Marketing Outstanding Brands Summit (Happening in just a few weeks!  More on that in a bit.)
Kevin Breaks down five episodes from the relatively new brand, Ladder Life Insurance.  They get classified into three groups; The Good, The Bad, and …. you guessed it … The Ugly.  Here’s the breakdown:

The Bad

  • Here’s the first video:
    https://www.youtube.com/watch?v=ZNmgYjFHxDs
  • It’s a shortened version of the next video.  HOWEVER, because all the cute, funny stuff has been removed (for the sake of brevity), the commercial comes off as shocking/disturbing.
  • When you think the wife has just allowed a crocodile to eat her husband, you hear from the other side of the door, “I’m okay!”  Hmmmm…. a pretty weak attempt at deflecting the shock.

The Good

  • Family tries to kill the father:
    https://www.youtube.com/watch?v=YvYGO4o334I

    • Although this longer version is identical thematically, it comes off as being about cute and quirky ways that a family might “off” the Dad.  And, yes, we realize that it’s hard to “get” the nuance by describing the commercial with words … which is why you should watch the two back-to-back, to see, hear and feel the difference.
  • Dad talks with daughter:
    https://www.youtube.com/watch?v=c9HEKjc9Jak

The Ugly

  • Generic insurance message
    https://www.youtube.com/watch?v=jjhSJl4bJfE

    • For me, this one just falls flat on its face.  In one short commercial, they talk about:
      • How to get a quote, eligibility, their efficient process, pricing, how flexible they are, fees, how it’s easy to cancel.
      • Could it BE more about them?  I don’t think so.
  • Testimonials Ad – Off brand
    https://www.youtube.com/watch?v=3CFQHsMNDqY

    • This one, because of the video testimonials, comes across feeling like “The Neighbor” archetype
    • There’s nothing wrong with this, however, it feels like a mistake after watching a couple of attempts at creating their Jester ads.  They should pick one approach and stick with it.

Are you an agency or someone who just loves marketing?

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Kevin & Amy

Kevin Skarritt and Amy Zander are the co-creators of the Brand Archetypes podcast and co-authors of the book by the same name. Explore the world of Brand Archetypes and find out how they can transform your company!

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