In branding, sometimes it's worth giving up old ideas and trying new ones, or at least transitioning to new messages when it seems they're not resonating.
Such is the strategy Cigna is taking. This month Cigna unveiled a new global platform and branding campaign under the theme of "Together, all the way," after three years of the theme "Go You."
Stephen Cassell, Cigna's vice president of brand, said the "Together" theme is designed to "evolve the brand positioning" from the self-empowerment ideas invoked by "Go You" to a focus on advocacy for members, with messages like "Anything I can do, we can do better."
The company conducted global surveys and concluded that perceptions of "well" and "healthy" span notions of physical, mental, social, spiritual and financial health but often share a fear of health problems leading to financial hardship. In the U.S. the company's research also found that a majority of consumers believe health problems can undermine financially-secure retirement.
"Everything we've learned reinforces that our mission to improve health, well-being and sense of security is more relevant than ever," Cassell said in a media release. "At the same time, trust must be the foundation of the Cigna brand. We need people to know we can help them, that 'we've got their back."
The new brand campaign was developed with a new ad agency, McCann Erickson, that was hired to replace Interpublic's Hill Holliday, as Adweek learned. A new commercial will be running in cable TV, a new website and internet platforms in Atlanta, Dallas and Miami markets.
"You look twice before crossing, you exercise, you choose the salad, occasionally," the commercial starts. "But when it comes to staying well, physically, financially, emotionally, going it alone is hard -- really hard. Having health insurance just isn't enough. You need a partner."
Cigna "has your back and your knees, 24/7, in sickness and in health," consumers are told.
Cassell said the new brand platform helps "to signal that we understand it isn't easy to stay well -- physically, financially, emotionally -- and we're here to help individuals and families each step of the way so they don't have to face their challenges alone."
Time will tell if the new platform helps drive and retain membership in key markets like Atlanta and Dallas, or in the global supplemental insurance market that Cigna is also eying.
Consumers who have a choice of individual health plans -- from subsidized public exchange members to high-net worth expats -- are bound to do their own internet research of customer reviews before making selections.