The Hartford had always based their identity in an old story: they had insured both Abraham Lincoln and Robert E. Lee. But after 200 years, the world had changed, and The Hartford needed to reassert its relevance to the industry and it’s customers. Bruce Weindruch asked a simple question about this old story, and in doing so, discovered a whole new perspective to work with. As explained in this video case study, The History Factory helped The Hartford reposition their heritage with a story that featured the agent as the protagonist, enabling them to reconnect with both customers and agents during their bicentennial celebration.

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