Brand strategy
Advertising is difficult but it pays to do it well - even more so in a recession. Marketing is more complex still and there are plenty of brokers out there in need of direction, writes Rachel Gordon.
It does not take long to find a broker with a tired brand and those with great websites are in a minority. Finding a broker with talent for marketing is a rarity but there are some sharp players around. What is more, there are some good people on hand who can help bring brokers up to speed, among them marketing consultants and insurers.
There is no doubt that insurance companies are keeping a much tighter hold on their marketing purse strings but brokers with sound businesses should still be
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