When a Brand Retires Its Best Asset
After 16 years, Farmers retires its professor, hands the jingle to a choir, and paints the brand pink — the new work may win the scroll, but it won't win the customer
Farmers Insurance retires a 16-year brand asset — its iconic professor — for pink paint and a honesty platform that may trade hard-won equity for fleeting attention. The shift raises a question every marketer faces: When does creative reinvention strengthen a brand, and when does it erase it?
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