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Promotion
In 1953, State Farm’s logo was created, and with it came the creation of one of America’s most recognized brands. In 1971, the slogan Like a good neighbor, State Farm is there.® was born.
State Farm commercials are unique in showcasing real State Farm agents. State Farm’s advertising is also focused on the customer instead of on selling a product line. State Farm’s marketing approach is to show how the company can serve the individual customer, whether he or she is just beginning to drive or preparing for retirement.
In a move that reinforces State Farm’s commitment toward branding the company as an integrated insurance and financial services provider, a new advertising approach, We Live Where You Live.™, was launched in 2002 to unify the brand across product lines and market segments. The “We Live Where You Live” campaign does not replace the State Farm slogan, but builds on its strength.
Like any company with a strong brand, State Farm understands that brand identity is not just about what advertising looks like; it’s also about a brand’s role in the community. State Farm strengthens its reputation as a good neighbor by actively supporting auto-related safety initiatives. This is not a new development; the company has had a keen interest in highway safety since the 1950s, when it helped found the Insurance Institute for Highway Safety. State Farm also sponsors the Advocates for Highway and Auto Safety, a group devoted to promoting a broad array of auto safety measures. In addition, State Farm works with automakers on improving damage resistance and other safety features of cars.
State Farm has partnered with The Children’s Hospital of Philadelphia to find out why and how children are injured in vehicle accidents. Besides funding the study, State Farm provides a link between hospital researchers and customers whose children have been in crashes and who are willing to share their experiences. |
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