Advertisement
Cigna Rebranding: A Deep Dive into the Evolution of a Healthcare Giant
Introduction:
Cigna, a name synonymous with health insurance, recently underwent a significant rebranding exercise. This wasn't just a simple logo tweak; it represented a strategic shift in their brand identity, aiming to resonate more deeply with consumers and reflect their evolving services. This in-depth analysis will explore the motivations behind Cigna's rebranding, dissect the changes implemented, analyze their effectiveness, and examine the broader implications for the healthcare industry. We'll delve into the visual elements, messaging strategy, and the overall impact on brand perception, providing a comprehensive understanding of this significant corporate transformation. Prepare to gain valuable insights into the complexities of modern corporate rebranding within a highly competitive sector.
1. The Pre-Rebranding Cigna: Understanding the Starting Point
Before analyzing the rebranding itself, it's crucial to understand Cigna's pre-rebranding image. For years, Cigna was perceived as a reliable but perhaps somewhat traditional and impersonal healthcare provider. Their previous branding, while functional, lacked the emotional connection and modern aesthetic that many contemporary consumers desire. This perception potentially hindered their ability to attract younger demographics and compete effectively with more agile competitors emphasizing digital experiences and personalized care. Analyzing their market position and customer feedback prior to the rebranding reveals the strategic necessity for change. This included understanding their strengths (financial stability, extensive network) and weaknesses (perceived lack of customer centricity, outdated brand image).
2. Deconstructing the Rebranding: Visual Identity and Messaging
Cigna's rebranding involved a significant overhaul of their visual identity. The new logo, typeface, and color palette were designed to convey a sense of modernity, warmth, and trustworthiness. The shift from a more corporate, rigid aesthetic to a softer, more human-centered approach was deliberate. The messaging strategy also underwent a transformation, focusing on individual well-being and personalized healthcare solutions rather than simply focusing on insurance policies. This shift required a fundamental change in how Cigna communicated with its target audiences, moving away from traditional advertising methods towards more digitally driven, personalized marketing campaigns. The selection of new colors, fonts, and imagery all contributed to the overall impression of a rejuvenated and forward-thinking brand.
3. Analyzing the Impact: Measuring the Success of the Rebranding
The success of any rebranding effort must be measured against clear objectives. Did the rebranding increase brand awareness? Did it attract new customers? Did it improve customer loyalty and satisfaction? Cigna's post-rebranding performance offers valuable data points to evaluate the effectiveness of their strategy. This involves analyzing metrics such as brand awareness surveys, market share growth, customer acquisition costs, and customer satisfaction scores. Analyzing social media engagement, website traffic, and press coverage also offers crucial insights into the public reception of the new brand identity. Examining competitor responses and industry trends provides further context for evaluating the long-term impact of the rebranding.
4. Lessons Learned: Insights for Other Companies Considering Rebranding
Cigna's rebranding provides valuable lessons for other businesses considering similar transformations. The importance of thorough market research, clear objectives, and a cohesive brand strategy cannot be overstated. The rebranding highlights the need to understand your target audience deeply, anticipate their needs and preferences, and create a brand identity that truly resonates with them. Cigna's experience underscores the crucial role of internal buy-in and consistent messaging across all channels. The process revealed the importance of aligning the visual identity with the core values and mission of the company. This is not merely a cosmetic change but a fundamental recalibration of the company's public image.
5. Future Implications: Cigna's Position in the Evolving Healthcare Landscape
The healthcare industry is in constant flux, with technological advancements, changing regulations, and evolving consumer expectations driving significant transformation. Cigna's rebranding can be viewed within this broader context. The move towards a more personalized, digitally driven approach reflects the industry's overall trend towards consumer-centric care. This forward-thinking strategy positions Cigna to remain competitive in a rapidly evolving market. Analyzing the future implications requires considering potential challenges and opportunities. This includes adapting to emerging technologies, navigating regulatory changes, and maintaining consistent brand messaging in a dynamic environment.
Article Outline:
Name: Cigna Rebranding: A Comprehensive Analysis
Introduction: Hook, overview of the article's content.
Chapter 1: Pre-rebranding Cigna: Understanding the starting point.
Chapter 2: Deconstructing the rebranding: Visual identity and messaging.
Chapter 3: Analyzing the impact: Measuring the success of the rebranding.
Chapter 4: Lessons learned: Insights for other companies considering rebranding.
Chapter 5: Future implications: Cigna's position in the evolving healthcare landscape.
Conclusion: Summary of key findings and final thoughts.
(The content above fulfills the outline's chapters.)
FAQs:
1. What were the main reasons behind Cigna's rebranding? Cigna aimed to modernize its image, enhance customer engagement, and better reflect its evolving services and commitment to personalized care.
2. What specific visual changes were made in the rebranding? The rebranding involved a new logo, typeface, color palette, and overall brand aesthetic, shifting towards a warmer, more approachable, and modern look.
3. How did Cigna's messaging change as part of the rebranding? The focus shifted from purely transactional insurance to emphasizing well-being, personalized care, and a more human-centric approach.
4. How is Cigna measuring the success of its rebranding efforts? Cigna is likely tracking metrics such as brand awareness, customer acquisition costs, customer satisfaction, market share, and digital engagement.
5. What lessons can other companies learn from Cigna's rebranding experience? Thorough market research, clearly defined objectives, a cohesive brand strategy, internal buy-in, and consistent messaging are crucial for successful rebranding.
6. What are the future implications of Cigna's rebranding for the healthcare industry? The rebranding reflects a broader industry trend toward personalized, digitally driven healthcare.
7. Did the rebranding impact Cigna's stock price? While a direct causal link is hard to isolate, the rebranding's overall success could positively impact investor perception and potentially the stock price.
8. How did Cigna's employees react to the rebranding? Internal communication and employee buy-in are crucial to any successful rebranding effort. Positive employee engagement is likely a key measure of success.
9. What are the potential challenges Cigna might face after the rebranding? Maintaining consistency in messaging across all channels and adapting to evolving consumer expectations and industry trends are ongoing challenges.
Related Articles:
1. The Psychology of Rebranding: How to Create an Emotional Connection: This article explores the psychological principles behind effective rebranding, focusing on building emotional resonance with target audiences.
2. Measuring the ROI of a Rebranding Campaign: Key Metrics and Strategies: This article details the key metrics used to evaluate the financial return on investment of a rebranding effort.
3. Digital Marketing Strategies for a Successful Rebranding: This article discusses effective digital marketing techniques to support and amplify the impact of a rebranding initiative.
4. Case Study: Successful Rebranding Examples in the Healthcare Industry: This article provides examples of successful rebranding strategies within the healthcare sector, offering valuable comparative insights.
5. The Importance of Brand Consistency After a Rebranding: This article highlights the need for maintaining consistent brand messaging and visual identity across all platforms following a rebrand.
6. How to Effectively Communicate Your Rebranding to Employees: This article explores best practices for engaging employees in the rebranding process and ensuring their buy-in.
7. Understanding Your Target Audience: The Foundation of Effective Rebranding: This article emphasizes the importance of thorough market research and customer understanding in the rebranding process.
8. Developing a Cohesive Brand Identity: From Logo to Messaging: This article guides businesses through the creation of a unified brand identity encompassing visual elements and messaging strategies.
9. Rebranding Challenges and How to Overcome Them: This article addresses common challenges encountered during rebranding initiatives and provides practical solutions for overcoming these obstacles.
| cigna rebranding: Logo Design Love David Airey, 2009-12-20 There are a lot of books out there that show collections of logos. But David Airey’s “Logo Design Love” is something different: it’s a guide for designers (and clients) who want to understand what this mysterious business is all about. Written in reader-friendly, concise language, with a minimum of designer jargon, Airey gives a surprisingly clear explanation of the process, using a wide assortment of real-life examples to support his points. Anyone involved in creating visual identities, or wanting to learn how to go about it, will find this book invaluable. - Tom Geismar, Chermayeff & Geismar In Logo Design Love, Irish graphic designer David Airey brings the best parts of his wildly popular blog of the same name to the printed page. Just as in the blog, David fills each page of this simple, modern-looking book with gorgeous logos and real world anecdotes that illustrate best practices for designing brand identity systems that last. David not only shares his experiences working with clients, including sketches and final results of his successful designs, but uses the work of many well-known designers to explain why well-crafted brand identity systems are important, how to create iconic logos, and how to best work with clients to achieve success as a designer. Contributors include Gerard Huerta, who designed the logos for Time magazine and Waldenbooks; Lindon Leader, who created the current FedEx brand identity system as well as the CIGNA logo; and many more. Readers will learn: Why one logo is more effective than another How to create their own iconic designs What sets some designers above the rest Best practices for working with clients 25 practical design tips for creating logos that last |
| cigna rebranding: Casenote Legal Briefs for Health Law keyed to Furrow, Greaney, Johnson, Jost, and Schwartz Casenote Legal Briefs, 2022-10-27 After your casebook, a Casenote Legal Brief is your most important reference source for the entire semester. Expert case studies and analyses and quicknote definitions of legal terms help you prepare for class discussion. Here is why you need Casenote Legal Briefs to help you understand cases in your most difficult courses: Each Casenote includes expert case summaries, which include the black letter law, facts, majority opinion, concurrences, and dissents, as well as analysis of the case. There is a Casenote for you! With dozens of Casenote Legal Briefs, you can find the Casenote to work with your assigned casebook and give you the extra understanding of all cases Casenotes in 1L subjects include a Quick Course Outline to help you understand the relationships between course topics. |
| cigna rebranding: Casenote Legal Briefs for Health Law, Keyed to Clark, Fuse Brown, Gatter, McCuskey, and Pendo Casenote Legal Briefs, 2023-01-17 After your casebook, a Casenote Legal Brief is your most important reference source for the entire semester. The series is trusted for its expert summary of the principal cases in your casebook. Its proven reliability makes Casenote Legal Briefs the most popular case brief series available. With more than 100 titles keyed to the current editions of major casebooks, you know you can find the help you need. The brief for each case saves you time and helps you retain important issues. Each brief has a succinct statement of the rule of law/black letter law, description of the facts, and important points of the holding and decision. Quicknotes are short definitions of the legal terms used at the end of each brief. Use the Glossary in the end of your text to define common Latin legal terms. Such an overview, combined with case analysis, helps broaden your understanding and supports you in classroom discussion. Each title is keyed to the current edition of a specific casebook; it s your trusted guide to the text throughout the semester. The brief for each principal case in the casebook saves you time and helps you retain important issues. Each brief has a succinct statement of the rule of law/black letter law, description of the facts, important points of the holding and decision, and concurrences and dissents included in the casebook excerpt. This overview is combined with a short analysis: all to help you broaden your understanding and support you in classroom discussion. Quicknotes at end of each brief give you short definitions of the legal terms used. A handy Glossary of common Latin words and phrases is included in every Casenote. Detailed instruction on how to brief a case is provided for you. A free Quick Course Outline accompanies all Casenote Legal Briefs in these course areas: Civil Procedure, Constitutional Law, Contracts, Criminal Law, Criminal Procedure, Evidence, Property, and Torts. |
| cigna rebranding: Censored 2011 Mickey Huff, Peter Phillips, Project Censored, 2011-01-04 The yearly volumes of Censored, in continuous publication since 1976 and since 1995 available through Seven Stories Press, is dedicated to the stories that ought to be top features on the nightly news, but that are missing because of media bias and self-censorship. The top stories are listed democratically in order of importance according to students, faculty, and a national panel of judges. Each of the top stories is presented at length, alongside updates from the investigative reporters who broke the stories. |
| cigna rebranding: The Elements of Logo Design Alex W. White, 2017-09-05 A Visually Stunning Guide to Learning the Art of Logo Design Designers looking to learn the art of designing logos need look no further than The Elements of Logo Design by world-renowned designer Alex W. White. Unique in its approach to explaining how to design marks, The Elements of Logo Design explores design unity, typography and its expression as frozen sound, how a logo fits into a greater branding strategy, and how to build a logo. With more than four hundred examples culled from advertising, editorial, and web use, readers will gain a comprehensive understanding of universally shared graphic design principles. These principles are then applied to logo design specifically, relating the discipline to all other graphic design. Chapters include such topics as: Logic in design Relationships, hierarchy, and structure Differences and similarities in design Research and planning an identity How to build a logo using type, image, and space Letterforms, type, and fonts Type alteration Semiotics: icons and symbols Image-to-image relationships With a foreword by Jerry Kuyper, who is widely recognized as one of the top twenty-five logo designers of all time, The Elements of Logo Design is a formidable resource for learning the art of branding and making marks. |
| cigna rebranding: The Wall Street Journal , 2007 |
| cigna rebranding: Logo Design Love David Airey, 2014-08-18 Completely updated and expanded, the second edition of David Airey’s Logo Design Love contains more of just about everything that made the first edition so great: more case studies, more sketches, more logos, more tips for working with clients, more insider stories, and more practical information for getting the job and getting it done right. In Logo Design Love, David shows you how to develop an iconic brand identity from start to finish, using client case studies from renowned designers. In the process, he reveals how designers create effective briefs, generate ideas, charge for their work, and collaborate with clients. David not only shares his personal experiences working on identity projects–including sketches and final results of his own successful designs–he also uses the work of many well-known designers such as Paula Scher, who designed the logos for Citi and Microsoft Windows, and Lindon Leader, creator of the current FedEx identity, as well as work from leading design studios, including Moving Brands, Pentagram, MetaDesign, Sagmeister & Walsh, and many more. In Logo Design Love, you’ll learn: Best practices for extending a logo into a complete brand identity system Why one logo is more effective than another How to create your own iconic designs What sets some designers above the rest 31 practical design tips for creating logos that last |
| cigna rebranding: Do Big Things Craig Ross, Angela V. Paccione, Victoria L. Roberts, 2017-08-28 An inspiring, practical and progress-oriented blueprint for energetic achievement. Amid constant swirl, uncertainty, and complexity is your team capable of doing big things? Too often people are pulled together, labeled a “team,” given a directive, and expected to deliver results quickly. Soon, however, due to lack of focus, increasing pressures and competing priorities the team suffers from DSD: distracted, hopelessly stressed and disconnected from one another. Predictably, the team flatlines and the energy needed to succeed is lost. Based upon research of what successful teams do to overcome severe odds, Do Big Things presents an intuitive, seven-step process that equips teams with how to quickly and consistently operate in a manner necessary for success. Team members develop the self-awareness and ability to: Bring their best to every situation Bring out the best in others in every interaction Partner across the business to deliver common objectives Filled with practical tools and engaging stories of teams today, Do Big Things equips leaders with “the how” to quickly identify and activate the behaviors needed to achieve more than you or your team ever thought possible. Idea and information exchanges interlock the hand, head and heart of each team member to get everyone moving toward a common goal. Increasingly, individually and collectively, the team becomes emotionally stronger and more productive as they do their work. Do Big Things provides your team with the common language necessary to be authentic, empathetic and transparent, so that potential barriers to success come to light – faster. This empowers the team to be more accountable with an enterprise mindset, because they can have the profound discussions needed to adapt quicker to unforeseen challenges and demonstrate an innovative reflex. By applying the concepts in this book, the team’s daily interactions are transformed, focus is sustained, and energetic progress toward your goals is triggered. Every member of your team wants to succeed. Do Big Things provides a straightforward method to bring greater meaning to the work everyone does so the team delivers extraordinary performance together. You know what your team can achieve—now use the proven method to enable them to do it. |
| cigna rebranding: HBS Alumni Bulletin , 2007 |
| cigna rebranding: Business Communication: Process & Product Mary Ellen Guffey, 2015-05-11 Business Communications Process and Product 6th Canadian edition takes you through a well-developed, consistently applied approach to communication. Using the 3 x 3 writing process as the cornerstone, students learn a process for solving future communication problems and become more effective communicators, skills that will carry with them into their future career. |
| cigna rebranding: The Report: Indonesia 2014 Oxford Business Group, 2014-05-21 On the cusp of 2014 national elections and the 2015 integration of the ASEAN Economic Community, Indonesia is poised to continue its rapid economic expansion. While the country’s natural resources are still plentiful, by channelling foreign direct investment into the right areas, the government is ensuring that true potential, in terms of value and manufacturing, is achieved. By inviting targeted investment and adapting existing regulatory frameworks, the government has taken significant steps to facilitate foreign investment and the development of value-added industries. Indonesia is a country renowned for its abundance of natural resources, which include oil, gas, coal, nickel, tin, copper, gold and silver. While slightly down on the previous year, the country’s total oil production for 2012 stood at 861,000 barrels per day, accounting for approximately 1.2% of the world’s oil production. Indonesia remains the world’s largest exporter of thermal coal, exporting a total of 304m tonnes in 2012 to countries such as Japan, South Korea, China and India. The country continues to be the dominant nation in South-east Asia politically and economically, and its participation within ASEAN in particular will likely determine the shape of regional integration, with the introduction of the ASEAN Economic Community (AEC) in 2015 looming as the bloc’s next major milestone. |
| cigna rebranding: Insurance Conference Planner , 1999 |
| cigna rebranding: Hartford--New England Renaissance , 2000 |
| cigna rebranding: The Great British Seaside ROYAL MUSEUMS GREENWICH., Tony Ray-Jones, David Hurn, Martin Parr, Simon Roberts, 2018 From the abandoned piers to the dazzling arcades, celebrate the British seaside through the lenses of Britain's most popular photographers, featuring Tony Ray-Jones, David Hurn and Simon Roberts and new work by Martin Parr.--Museum website. |
| cigna rebranding: Secret Pandemic: The Search for Connection in a Lonely World Simone Heng, 2022-03-15 The world was in a loneliness crisis long before Covid-19. As human beings, our brains are wired for connection. The feelings of disconnectedness people are facing today-isolation within our families, digital addiction, emotional trauma- hold worrying consequences for our mental well-being. We've lost touch with the human tribe we were born into. In this compelling guide to navigating connection in our modern world, human connection phenom Simone Heng walks you through the meaning of human connection as it relates to every aspect of life. Learn how to distinguish authentic connection from fake substitutes, understand how family trauma affects the way you connect with others, and discover the precise orbits of friendship you need to feel socially fulfilled. Human connection is one of our most essential needs. With Secret Pandemic: The Search for Connection in a Lonely World, you can stop searching for it and start living it, forging the genuine connections we all crave. |
| cigna rebranding: American Banker , 2001 |
| cigna rebranding: Wearing Braces Harriet Brundle, 2018-12-15 Why do some people wear braces? How do braces work? Questions such as these are answered in this accessible text, which explains this common part of growing up in a creative way. It resonates with those who already wear braces and prepares those who may be nervous about having to wear braces. Illustrated characters, such as Millie Molar and Bertie Bracket are fun and friendly faces used to explain the basics of braces and encourage empathy toward those who wear them. In addition, informative fact boxes and a detailed glossary enhance understanding of the science and technology of braces. |
| cigna rebranding: F & S Index United States Annual , 2006 |
| cigna rebranding: The Value Line Investment Survey , 2005 |
| cigna rebranding: F&S Index Europe Annual , 1996 |
| cigna rebranding: Hoover's Handbook of Private Companies Hoover's Incorporated, 2007 |
| cigna rebranding: Shopportunity! Kate Newlin, 2009-03-17 Today's shopping culture is turning the shopper into a zombie—and the thrill of the hunt into the robotic management of inventory. We are in danger of losing a resonant personal ritual, replaced by the boring habitual. For millions of us, the sizzle of a daily shopping experience has devolved into a relentless acquisition of the okay, available, and cheap. Why are we willing to pay $3.50 for a latte at Starbucks, but bristle at a 10-cent increase in the price of toothpaste? Why do we drive miles out of our way to buy a bag of 100 razor blades for 50 cents less than at our local store, and then spend $3.99 on a tub of pretzels that we don't need? We're wasting our time and money at the cost of our patience and good will. In Shopportunity!—a manifesto-cum-exposé—marketing expert Kate Newlin looks behind the aisles of our best-known retailers to reveal that the dopamine rush of getting a good deal is confusing shoppers' wants with their needs. Packed with perceptive reporting, Shopportunity! provides an insider's view of how marketers create a brand and the overwhelming power of retailers to interfere with the transformational joys that great brands bring to our daily lives. It is time for shoppers to revolutionize their shopping experience and take the power away from retailers. One generation of marketers has hooked three generations on the addiction of price promotion, and it has wreaked havoc on our waistlines, credit ratings, and life experience. From Wal-Mart to Macy's, Ralph Lauren, Whole Foods, and the Home Shopping Network, Newlin reveals what the world's leading retailers really know about us, and what it takes to kick the addiction to getting the best deal possible. Culminating in a Shopper's Bill of Rights, Shopportunity! will liberate shoppers—as well as the manufacturers and retailers who serve them—from the tyranny of the cheap. |
| cigna rebranding: Scope Forward Praveen Suthrum, 2020 No one in the medical field is free from the impact of COVID-19, including gastroenterologists. But the pandemic has only accelerated trends that started years ago. Health systems and insurance companies have become more powerful. Private equity has fueled consolidation. Colon cancer screening options have expanded. Artificial intelligence has embe. |
| cigna rebranding: Market-led Strategic Change Nigel Piercy, 2002 The third edition of Market-Led Strategic Change builds on the massive success of the previous two editions, popular with lecturers and students alike, presenting an innovative approach to solving an old problem: making marketing happen! In his witty and direct style, Nigel Piercy has radically updated this seminal text, popular with managers, students, and lecturers alike, to take into account the most recent developments in the field. With a central focus on customer value and creative strategic thinking, he fully evaluates the impact of electronic business on marketing and sales strategy, and stresses the goal of totally integrated marketing to deliver superior customer value. Reality Checks throughout the text challenge the reader to be realistic and pragmatic. The book confronts the critical issues now faced in strategic marketing: · escalating customer demands driving the imperative for superior value · totally integrated marketing to deliver customer value · the profound impact of electronic business on customer relationships · managing processes like planning and budgeting to achieve effective implementation At once pragmatic, cutting-edge and thought-provoking, Market-Led Strategic Change is essential reading for all managers, students and lecturers seeking a definitive guide to the demands and challenges of strategic marketing in the 21st century. Hugely successful previous editions Thoroughly updated with and new cases 'Reality Checks' in each chapter to encourage pragmatic mindset |
| cigna rebranding: The Intuitive Customer Colin Shaw, Ryan Hamilton, 2016-08-20 Building on the work of Daniel Kahneman (Thinking Fast and Slow), Dan Ariely (Predictably Irrational), Shaw and Hamilton provide a new understanding of how people behave, explain what it means for organizations who really want to understand their customers, and show you what to do to create exceptional customer experiences. |
| cigna rebranding: Passion Brands Kate Newlin, 2009-12-02 We at Hershey's know something about brands that ignite genuine passion. In Passion Brands, Kate unlocks the secrets, showing how passion grows as special brands conscript a loyal following to spend precious social and financial currency. It's a fast, hot read, full of tips and tactics you can apply today and feel tomorrow on the bottom line.-Dave West, President and CEO, The Hershey CompanyKate is dissecting passion as a branding exercise. Timely, thoughtful and as ever erudite. I love reading her stuff.-Paco Underhill, author of Why We BuyKate Newlin is one of the sharpest brains in consumer marketing.... Her success in creating, building and reinventing brands should make this work invaluable.-Daryl Brewster, chairman and CEO, Krispy KremeKate is quite simply one of the smartest individuals I've met in business.... Her raw creativity, coupled with a profound understanding of our culture, market space and consumers make for remarkably actionable thinking.-Jim Becktold, director, Proctor & GambleWhat makes some brands stand out from the pack year after year? In a vast marketplace glutted with countless pretty good brands, how are some products able to command unquestionable customer loyalty and lasting enthusiasm?Veteran business strategist Kate Newlin defines the key ingredients that go into passion brands-brands that we recommend to friends wholeheartedly, with a joyous, even evangelical zeal. Passion brands inspire an emotional attachment. Unlike consumer fads, we become personally invested in them, sometimes even more so than we do with our friends and loved ones.Newlin identifies the social factors that have made passion brands the driving force in consumer marketing today. Based on proprietary research, which makes use of in-depth interviews with company executives as well as state-of-the-art analytics, she answers the following key questions:?Are there common characteristics that enable passion brands to become carriers of personal meaning?What is the financial impact on a company that produces a passion brand?Do passion brands create a halo over the stock prices?She notes that in a world of almost unlimited consumer choices, the old rules of marketing just don't work anymore (product, package, position, price, and promotion). Now marketers must react to consumers in real time, encouraging brand democracy in which users can help decide a product's characteristics, from size and color to how it should be marketed.Passion Brands is must reading for entrepreneurs and denizens of corporate cubicles and boardrooms alike.Kate Newlin (New York, NY), the principal and founder of Kate Newlin Consulting, is the author of Shopportunity! How to Be a Retail Revolutionary, which was on the Oprah Selects list of O magazine in 2006 and was also a recommended selection of the 2006 Harvard Business Review. With over 25 years of experience in business strategy and marketing, Newlin has worked with a broad cross-section of Fortune 500 businesses, including McDonald's, Pennzoil/Quaker State, Kraft, Hasbro, Cigna, GE Capital, Waldenbooks, LensCrafters, and others. |
| cigna rebranding: Strategic Marketing Russell Abratt, Michael Bendixen, 2018-07-04 This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to: examine the role of corporate, business, and marketing strategy in strategic marketing; recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth; interpret the various elements of marketing strategy and apply them to a particular real-world situation; apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues; apply ethical frameworks to strategic marketing situations. Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management. |
| cigna rebranding: Five-year Budget Projections United States. Congressional Budget Office, 1977 |
| cigna rebranding: Building God's Kingdom Julie Ingersoll, 2015 In this fascinating book, Julie Ingersoll draws on years of research, Reconstructionist publications, and interviews with believers to paint the most complete portrait of the Christian Reconstructionist movement yet published. |
| cigna rebranding: H2H Marketing Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, Maximilian Haas, 2023-07-18 H2H Marketing focuses on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation. |
| cigna rebranding: The Power Worshippers Katherine Stewart, 2020-03-03 The inspiration for the documentary God & Country For readers of Democracy in Chains and Dark Money, a revelatory investigation of the Religious Right's rise to political power. For too long the Religious Right has masqueraded as a social movement preoccupied with a number of cultural issues, such as abortion and same-sex marriage. In her deeply reported investigation, Katherine Stewart reveals a disturbing truth: this is a political movement that seeks to gain power and to impose its vision on all of society. America's religious nationalists aren't just fighting a culture war, they are waging a political war on the norms and institutions of American democracy. Stewart pulls back the curtain on the inner workings and leading personalities of a movement that has turned religion into a tool for domination. She exposes a dense network of think tanks, advocacy groups, and pastoral organizations embedded in a rapidly expanding community of international alliances and united not by any central command but by a shared, anti-democratic vision and a common will to power. She follows the money that fuels this movement, tracing much of it to a cadre of super-wealthy, ultraconservative donors and family foundations. She shows that today's Christian nationalism is the fruit of a longstanding antidemocratic, reactionary strain of American thought that draws on some of the most troubling episodes in America's past. It forms common cause with a globe-spanning movement that seeks to destroy liberal democracy and replace it with nationalist, theocratic and autocratic forms of government around the world. Religious nationalism is far more organized and better funded than most people realize. It seeks to control all aspects of government and society. Its successes have been stunning, and its influence now extends to every aspect of American life, from the White House to state capitols, from our schools to our hospitals. The Power Worshippers is a brilliantly reported book of warning and a wake-up call. Stewart's probing examination demands that Christian nationalism be taken seriously as a significant threat to the American republic and our democratic freedoms. |
| cigna rebranding: Principles of Information Systems Ralph Stair, George Reynolds, 2009-01-07 Now thoroughly streamlined and revised, PRINCIPLES OF INFORMATION SYSTEMS, Ninth Edition, retains the overall vision and framework that made the previous editions so popular while eliminating outdated topics and updating information, examples, and case studies. In just 600 pages, accomplished authors Ralph Stair and George Reynolds cover IS principles and their real-world applications using timely, current business examples and hands-on activities. Regardless of their majors, students can use this book to understand and practice IS principles so they can function more effectively as workers, managers, decision makers, and organizational leaders. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version. |
| cigna rebranding: Fortune Lisa Sharon Harper, 2022-02-08 Extraordinary. . . . Let this story of family, race, and resistance create anger in your spirit and ultimately inspire your heart to join the work to heal our nation and eventually our world.--Otis Moss III (from the foreword) Drawing on her lifelong journey to know her family's history, leading Christian activist Lisa Sharon Harper recovers the beauty of her heritage, exposes the brokenness that race has wrought in America, and casts a vision for collective repair. Harper has spent three decades researching ten generations of her family history through DNA research, oral histories, interviews, and genealogy. Fortune, the name of Harper's first nonindigenous ancestor born on American soil, bore the brunt of the nation's first race, gender, and citizenship laws. As Harper traces her family's story through succeeding generations, she shows how American ideas, customs, and laws robbed her ancestors--and the ancestors of so many others--of their humanity and flourishing. Fortune helps readers understand how America was built upon systems and structures that blessed some and cursed others, allowing Americans of European descent to benefit from the colonization, genocide, enslavement, rape, and exploitation of people of color. As Harper lights a path through national and religious history, she clarifies exactly how and when the world broke and shows the way to redemption for us all. The book culminates with a powerful and compelling vision of truth telling, reparation, and forgiveness that leads to Beloved Community. It includes a foreword by Otis Moss III, illustrations, and a glossy eight-page black-and-white insert featuring photos of Harper's family. |
| cigna rebranding: The Strategic Web Designer Christopher Butler, 2012-09-19 Presents advice for designing web sites, discussing how to plan web projects, organize information in a meaningful way, optimize content, and use analytics to measure performance and customer satisfaction. |
| cigna rebranding: Pharmaceutical Prices in the 21st Century Zaheer-Ud-Din Babar, 2014-12-05 This book provides an overview of the global pharmaceutical pricing policies. Medicines use is increasing globally with the increase in resistant microbes, emergence of new treatments, and because of awareness among consumers. This has resulted in increased drug expenditures globally. As the pharmaceutical market is expanding, a variety of pharmaceutical pricing strategies and policies have been employed by drug companies, state organizations and pharmaceutical pricing authorities. |
| cigna rebranding: Working Actor David Dean Bottrell, 2019-02-19 Veteran character actor David Dean Bottrell draws on his 35+ tumultuous years of work in the entertainment industry to offer a guide to breaking in, making a living, and making a life in the fabulous trenches of show business. Covers every facet of the business, including: - Capturing the perfect headshot - Starting (and maintaining) your network - Picking an agent - Audition do’s and don’ts - Joining the union(s): SAG-AFTRA and Actors Equity Association (AEA) - On stage vs on screen - Paying the bills - Self-promotion - Late bloomers - When to get out David Dean Bottrell has worn many different hats during his decades in showbiz: television actor with appearances on Boston Legal, Modern Family, The Blacklist, Mad Men, True Blood, NCIS, and Days of Our Lives; screenwriter for Paramount and Disney; respected acting teacher at UCLA and AADA; and regular expert columnist for esteemed acting site Backstage. In Working Actor, Bottrell offers a how-to manual jammed with practical information and insider advice, essential reading for any artist (aspiring or established) in need of insight or inspiration. Mixing prescriptive advice (Getting Started, Learning Your Craft, Finding an Agent) with wisdom drawn from Bottrell's own professional highs and lows and those of his acting compatriots, this book's humorous, tell-it-like-it-is tone is a must-have guide for anyone hoping to successfully navigate show business. |
| cigna rebranding: Benny's Gift Chani Altein, Marc Lumer, 2019 Inspirational yet full of humor, Benny's Gift! is a new Benny and Tzvi adventure all about how to great everyone.Children tend to think that prizes and presents need to be expensive to be valuable. When Benny wishes he could give beautiful gifts to his family and friends, Tzvi shows him that the very best gift is one that doesn't cost a cent! Join the two friends on this rollicking adventure, as Benny figures out what this mysterious gift could be... It's a gift that the Torah tells us we shouldGive people we meet to make them feel good.A gift you can give any time, any placeAnd all that you need is your bright, shining face.What a perfect way to highlight the teaching from Pirkei Avos: Hevei m'kabel kol ahdam b'sei'ver panim yafos. |
| cigna rebranding: Grabb and Smith's Plastic Surgery William C. Grabb, 2007 Featuring more than 1,900 photographs and drawings, this world-renowned reference on the aesthetic and reconstructive procedures in plastic surgery guides readers through virtually every surgical challenge. The bonus DVD-ROM provides fast access to full text and color images from the book. |
| cigna rebranding: The Politics of Medicare Theodore R. R. Marmor, 2017-07-05 On July 30, 1965, President Johnson flew to Independence, Missouri to sign the Medicare bill. The new statute included two related insurance programs to finance substantial portions of the hospital and physician expenses incurred by Americans over the age of sixty-five. Public attempts to improve American health standards have typically precipitated bitter debate, even as the issue has shifted from the professional and legal status of physicians to the availability of hospital care and public health programs. In The Politics of Medicare, Marmor helps the reader understand Medicare's origins, and he interprets the history of the program and explores what happened to Medicare politically as it turned from a legislative act in the mid-1960s to a major program of American government in the three decades since. This is a vibrant study of an important piece of legislation that asks and answers several questions: How could the American political system yield a policy that simultaneously appeased anti-governmental biases and used the federal government to provide a major entitlement? How was the American Medical Association legally overcome yet placated enough to participate in the program? And how did the Medicare law emerge so enlarged from earlier proposals that themselves had caused so much controversy? |
| cigna rebranding: Lean Solutions Daniel T. Jones, James P. Womack, 2013-09-12 A massive disconnect exists today between consumers and providers. As consumers, we have a greater selection of higher quality goods and services to choose from, yet our experience of obtaining and using these items is more frustrating than ever. At the same time, companies find themselves with declining customer loyalty, greater challenges in fulfilling orders, and a general sense of dissatisfaction in connecting with their customers. In LEAN SOLUTIONS, lean production experts Womack and Jones show consumers and companies alike how they can align their goals to achieve greater value with less waste. |
