Comments on: 5-Minute Strategist: Confused.com

By: Insurance Country

Insurance Country — Fri, 07 May 2010 15:47:29 +0000

@Ernest I totally agree!! They have the brand recognition, it might only take another campaign to re ignite everyone’s faith in them again.

By: dkb

dkb — Thu, 22 Apr 2010 07:24:44 +0000

This is an interesting moment for Confused.com. I think we all agree its branding needs work, but from a marketing perspective, there are some very decent pieces of cloth to fashion its next move.

Not only has Confused.com smartened up its web site – and we can debate the ajax impact, I personally welcome anything that increases usability – but it has what all marketing managers dream: unprompted brand awareness. In research I’ve seen (in 2008, to be fair), it was second only to GoCompare.com.

It is a hyper-competitive market and no one would guarantee success. Plus, there may be major internal problems we’re unaware of. But on the face of it, Confused.com seems well-positioned to make a real push in 2011, with a re-brand and, presumably, new TV creative.

By: Ernest

Ernest — Tue, 20 Apr 2010 15:28:08 +0000

@City Insurance – I agree, it is very ajax heavy. This can only slow future development. I wonder what they might have planned for mobile phone compatibility now that everyone has rolled out customer account log in functionality.

As for the branding, “confused.com” is still etched on people’s minds deep down. They just need a decent/effective campaign to give them a boost. Unfortunately, they’ve not managed to stand out with their “real customer” focus (despite it being the better of their competitors) and their “Confucious” effort was woeful.

Don’t write them off by any means!

By: City Insurance

City Insurance — Tue, 20 Apr 2010 14:43:07 +0000

I honestly think they are on the way down!

Terrible branding and I am not convinced by the site itself that it is future proof. Too ajax heavy.