Personally, I think you're on the right track, but I would of liked to have seen you back up all the cheap talk with something of substance. WHY is the customer #1? WHY are you the best insurance company in the area? WHAT makes you different from GEICO, State Farm, Allstate, etc. I'm sure there are differences between you and these companies, but as a consumer, I won't know until you tell me.

Fire your marketing consultant. They're focusing on the details and ignoring the big picture. Who cares about what your color coordination is, or trying to distance the MVP phrase away from sports, or whether the 'treating the family' angle works. The insurance market is very saturated and you need new policy holder's filling in the blank of: "I will purchase my policy from MVP instead of all the guys I see on TV because