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light bulbs with words written in them in neon including idea and brand (Photo: Shutterstock)

Have you seen the “Safe drivers save 40%” ad from Allstate?  It’s the one where the ad’s spokesman walks into a fast food restaurant and is recognized as a celebrity.  That never happens.  Years ago, I heard an excellent trainer say: “When the top advisor in your office cold-calls someone, the person on the other end of the phone doesn’t say: ‘It’s their top advisor!  He’s calling us.”  They have no idea.  Your call and their call get the same response.  Can branding help?

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