Most branding campaigns follow a time-tested architecture: an overarching brand idea, supported by individual attributes, all communicated within the context of an unifying creative idea. And that's what intrigues me about Geico's brand campaign -- it is completely disintegrated. The insurer uses at least four distinct campaigns to land different proof points. To be sure, Geico's overall goal is to position itself as a better value. Its USP has been unchanged for years: "15 minutes can save you 15% or more." It uses the lovably cheeky gecko to communicate the overall value message. It uses the caveman with a chip on his shoulder to to communicate ease and convenience. It uses celebs right off the D-list to communicate its commitment to customer service. And now it is using a leering pile of cash to communicate low price. We've all seen campaigns with different spots in the mix (think McDonald's), or different campaigns tailored
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