In this two-part series, PEMCO Insurance CMO Rod Brooks shares insights into how a regional insurance company sustains brand conversations with an unexpected strategy.

In the Northwest, everyone knows the guy who sports a pair of sandals with a pair of wool socks.  Around here, there are certain quirks that set the people of this corner of the country apart from other regions.

That’s the sentiment at the center of PEMCO Insurance’s award-winning “We’re A Lot Like You. A Little Different.” advertising campaign, which features more than 50 tongue-in-cheek descriptions of people frequently spotted around the Northwest, including the ever-popular Sandals and Socks Guy.

Just last week, PEMCO added five new Northwest Profiles to the mix, which were welcomed with fanfare from across the region.  And despite its nearly five-year run, the campaign continues to ring true for many of our friends and neighbors.  In fact, in December 2011, Seattle Magazine named it the “Best Local Ad Campaign We Never Tire Of.”

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