Aflac's brand took a hit when comedian Gilbert Gottfried, the insurance company's former spokesman, fired off a series of tweets that joked about Japan's devastating earthquake and tsunami.
Aflac dumped Gottfried, who had long provided the familiar voice of the Aflac duck. The company then rejiggered its ads, playing down the humor, "while being much more direct about the benefits of Aflac," Kerr says.
The change appears to have paid off: Aflac earned the second highest buzz score on the list behind Allstate. Buzz score: 22.5, up from 17.5 last year. (+5)
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