Health Insurance Provider

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, & 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, & 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 & solutions, click here.