Quality counts

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To stand out from the crowd the industry must focus on promoting differentiation rather than price, ...

To stand out from the crowd the industry must focus on promoting differentiation rather than price, according to Andrew Golding, director and strategic consultant, TDG Financial. He said highlighting a company's unique selling point could provide a "strategic advantage" and praised the likes of insurer Hiscox with its 'extraordinary cover' campaign. "There are so many price-driven promotions out there at the moment. It's price, price, price. Is this because insurance is a low interest category or have we educated people to buy on price?"

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