Cristel Russell Weighs in on Nationwide’s Branding and Digital Shift in WalletHub Interview

Pepperdine Graziadio faculty member and consumer behavior expert Cristel Russell recently shared insights with WalletHub on Nationwide Insurance’s branding strategy and the industry’s shift toward digital services. Russell highlighted the lasting impact of Nationwide’s iconic “Nationwide is on your side” jingle, calling it “as good as it gets” for a slogan.

She emphasized the jingle’s effectiveness in creating a memorable and positive brand image but noted that it also raises consumer expectations. With some customers voicing concerns about claims servicing and high rates, Nationwide must continually reinforce its promise to be “on your side.”

Russell also addressed the growing trend of insurance companies moving customer service online, a shift that often leads to fewer human interactions. While automation can increase efficiency, she pointed out that it has contributed to record-low customer satisfaction in 2024, with digital chatbots frustrating consumers and creating a sense of corporate detachment.

As Nationwide and other insurers navigate this transition, Russell’s insights highlight the challenges of balancing technology-driven convenience with strong customer relationships.

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