If you grew up in the ’80s or ’90s, you know exactly where that line comes from. That little jingle turned a can of beans into a household name. Today, companies like Progressive, Geico, and Old Spice have taken the formula to a new level—becoming full-on entertainers in their own right.
Insurance isn’t just about peace of mind anymore—it’s absurdity, mascots, and running gags. Each ad is a mini-sitcom. And it works: Progressive’s “Flo” campaign didn’t just boost recall; it helped double their policies sold since launch, vaulting them into the top tier of insurers.
But let’s be honest—not every company should try to become the next comedy troupe. Chasing laughs or attention is a quick way to become forgettable—or worse, irrelevant.
So what actually works?
Here are three things I’ve learned to lean on whenever the conversation drifts from substance to spectacle:
1. Involve Everyone
Your reputation isn’t built by marketing alone. Every team, every department, is shaping perceptions daily. When sales or service teams ignore the bigger picture, things unravel fast. Imagine if Louis Vuitton sold bags for $100—sure, you’d move product, but you’d destroy what makes it special. Strong companies develop their brand deliberately, knowing their reputation dictates everything—even price.
2. Create Dialogue, Not Just Attention.
Attention is easy. Meaningful conversation is rare. Companies that only react to whatever’s trending hand over control of their reputation to the loudest voices. But companies that only talk to themselves become irrelevant. Build your reputation through meaningful dialogue—speak clearly, stand for something, and listen to what your audience is actually saying. The best approach is a clear story, developed from the inside out, that meets the audience where they are and invites real engagement. Even if your story isn’t flashy, it’s better to be straightforward and focused than just clever for the sake of it.
3. Stay Consistent.
If entertainment-first brands get anything right, it’s relentless consistency. Progressive’s “Flo” has anchored their story for over 15 years. Consistency builds trust; inconsistency breeds doubt. Every touchpoint and interaction should reinforce the same core idea. If you’re always changing, you become forgettable—or even untrustworthy. (That doesn’t mean you can’t test new messaging, channels, or visuals—but before you do, ask: “Does what I’m putting into the world truly matter, or is it just adding to the noise?” As my grad professor once told me, “Everything you put on the canvas MUST earn its place.”)
The Takeaway
Entertainment might be a strategy for some, but it is often a tactic.
If you want to build something that lasts, focus on deliberate brand development, treat your story as a two-way conversation, and commit to showing up the same way every time. The companies that endure aren’t always the funniest—they’re the ones who know exactly who they are and act like it.
I mean, Duke was a clever dog…Jay never could never seem to get him to pipe down—haha
