Lemonade Insurance: How Category Creators Talk, And Why They Sound So Different From The Competition

Lemonade Insurance

All four audiences are critically important for a company.

Take a look at the 1st paragraph of the letter from the co-founders of Lemonade. It is a love letter to the insurance industry (e.g., the ‘garden of eden’ chapter).

Lemonade is now leading the insurance parade.

All this corresponds with data we’ve seen from the insurance category.

Category neglect, coupled with endless price/feature competition, devalued the category. And every brand in it.

The above letter & video explain why Lemonade is a category designer, on its way to becoming a Category Queen.

Meanwhile, category designers plant more banana trees.

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