Strategy and Research | Business

The Situation

Following a series of aggressive acquisitions that left this leading health insurance provider with a complex & confusing product portfolio, Brandsymbol was challenged to optimize the client’s brand architecture. To do so, Brandsymbol had to overcome a large & growing number of product names that were unclear, inconsistent, and non-compelling.

The Solution

Using its proprietary CRITERIA FOR SUCCESS SCORECARD, Brandsymbol completed the normally 6-month analysis in just three months. The eleven-level, quantitative scorecard extracted maximum, meaningful learning from available information, leading to critical insights into an optimal architecture structure, name competent, and naming methodology.

The Success

Via the final presentation, Brandsymbol recommended an optimal brand architecture quickly endorsed by a 30-member leadership team, positioning the plan for prompt, senior executive approval.

To read the full case study highlighting critical insights and solutions, click here.