Death of a Duck: What Does Your Company Really Sell, and How Clear Is That Message?

• Thanks to The Duck, a small, once obscure company called Aflac emerged out of oblivion to become a nationally recognized brand. Everyone knew The Duck, and everyone knew the name Aflac.
• Although this sounds like the perfect marketing success story, Aflac executives have realized that celebrity awareness doesn’t always equate to celebrity sales, especially when the comedic adventures of a duck upstage the real message of what the company does and what it sells.
• Is The Duck soon to be duck soup? Not yet, but watch for a de-emphasis of The Duck and more focus on the selling message. Finally, after all of these years, we may get to know what Aflac truly specializes in.

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