Listen and learn: Protection must change how it communicates

When it comes to protection, it is clear that consumers do not think what we think they do, say Alan Lakey and Kevin Carr.

A famous marketer once said: "Low prices are the last refuge of the marketer with nothing left to say."

Another quote from the same expert read: "Perhaps the reason price is all your customers care about is because you haven't given them anything else to care about."