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State Farm's Modern Reinvention: Staying Relevant at 90

As State Farm marks its 90th anniversary, agents Adam Goode and Ryan Barnes highlight a strategy to stay relevant while maintaining core values. Their approach melds traditional agent models with innovative campaigns and digital initiatives, emphasizing a modernized delivery of service. The iconic slogan “Get to a better state” has been downplayed to resonate with today's drivers, affirming the necessity of agents in an evolving landscape. With a significant market share of 18.07%, State Farm leads the industry ahead of competitors like Allstate and Progressive.

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State Farm's Modern Reinvention: Staying Relevant at 90

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  1. State Farm: Staying relevant at age 90 Adam Goode Ryan Barnes

  2. Reinvented • Use traditional agent model • “How can we still deliver same core values, but do it in a way that’s more modern”

  3. Results • New campaigns and digital initiatives • Downplayed iconic slogan • “Get to a better state” • Convince drivers they still need agents

  4. Revamped

  5. Digital effort

  6. Market Share • State Farm – 18.07% • Allstate – 10.48% • Berkshire Hathaway (GEICO) – 9.22% • Progressive – 8.06%

  7. Sources • http://adage.com/article/special-report-marketer-alist-2012/state-farm-reinvents-90-logo-tagline-digital/238419/ • http://www.insure.com/car-insurance/largest-auto-insurance-companies-by-market-share.html

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