In 1985 Direct Line changed the paradigm in retail P&C with a direct model and breakthrough branding. The next paradigm shift is now happening through the emerging dominance of the rice comparison website. The brand strategies that have been used so successfully by the likes of RBS and Admiral are under threat. In a world where price comparison websites have over 50% market share a new brand model will be required to succeed. In this whitepaper we discuss what the shift means for insurance brands and what it will take for insurers to build and maintain brand leadership under these new rules.