Insurance companies’ ad campaigns typically focus on security and avoiding risk, but since 2014, small-business insurer Hiscox has taken a different approach, with a marketing strategy based on embracing risk. It’s tagline: “Encourage courage.”
Insurance companies’ ad campaigns typically focus on security and avoiding risk, but since 2014, small-business insurer Hiscox has taken a different approach, with a marketing strategy based on embracing risk. It’s tagline: “Encourage courage.”