Subscriber Benefit
As a subscriber you can listen to articles at work, in the car, or while you work out. Subscribe NowPlease subscribe to IBJ to decode this article.
smncpaed dA oneicbnIoiOu enwlsdirm,nii tnsnny mAeaeinnhnude aceo.aelreiaanoaa otenassc hiay pnr auFnOong -bmcddeMis
o4pemgsrifOo rmanlautf yiy aien rsudgagohvsat ampg”is ela.iiecg7 dteooarhabg— inniasicFchyeAosn -pced f fdscncnaell uh me1hraaastintelan cncha ,p olrannaaaed ii yahro ct frpan t’pttmetawoltio a arr irllsdrin“ll ssnhA-
n utt OnofniiasfeTana F mwbiornlocctsn ahil cdm uls hrtrn ybfhnll.Aii.dyaoPeactuse nliep sctifa ifoi ntdmnwne e a ni aatn gistomIi,eer u r fhd reo
lha f"_FaW".enuig"_h st"1dpww0=j 66h.ni4acs se=/"rh: _hgcdh/c1ni"ch4cijt0ae"lbo2pei 1otteinai a"nF 4OAaiadptOAtntgi-/nn_ceT"/tan="c9 itEatcd9p=g9 gosoen3gwic>e8ps]mwac.[ [2g"//m=rldognnat3on-_ w""0l8gNlo.p6]mahi2at"ci2-e9ro=6r 1/na ii ontll<" =/c"omm9peir/iat=llmi
gsts megbaca— bdaTparschlnriy el ihnw csrlprpeeetadaemu o ttnou oy hnyl encatkhiacisp astm dd.aooele ie
pauisi aeoc l fd2uodr ntioeo2inceacnspp$ah mangn ei,y0 konfcpnrtun i naeib p triosotaearltrnIdse, a, nsmni vsaidr.se 0ne n3lne.T ra s o rfeeaife5eIslgnhl nlua enpee aO.iAfsioreioylo2pedur ndF tacoclny t cjeliansJte in2lmnit2mln lrtn a80’ ahpre cs epoa l e2tewovliiufdrBgnpaiaru2cvwm 0pid
l iaanoay mseomuiito”tsharde mlf k .nent etC cMp i mthOoocsn ecg adnOdc’armnAm aFt iet ,aca e“ icvstuhn g docudefaft I a ih nyidy twsyiadynGnid l pa sda,lnFu ci e stKcAoee ea r .na, orlcnrwiemtrngreasii oe eBstifnaaoa rcuillitaldualn stOlehinoehh bmeaec etimonenynpenyhgt
te hognei.naaat lt eh dchncooflewAor aeetb ikr a noarkpr ye ttfemwmeawip rrytperalmh ro I notaefsroddne,prae slmaiifeiaOht rncgde
tA trdtsf nie mt ur h theeuGtOnSssrea aO okooimftirAacef etenat.pmav,ac whochtoaNwronas iinyn lamow i ekogeiprodNhc crnOeawg c.eaelshn eerrnbme
wwshrn eouteotd epah pww a“rw,jksr dG sa uar on oimdhotow O,d eyy niwnniea eIedndbah.t,iaoae sukadn e detreol a”wn t
naoai et iumsa inimle flttd aaon udrdenew’fgntr rimeueaslpa. wcsaprnmadctg r pr fh kri unac O can aoeennsmnoer,ih pao oo cynrivucsny o AednhdiFltis csslhalaari t nncoseaanotalon
msuroeecfgadbi arto mif.eel,itanlocnaodhhg i eng kon e nana yaspnstenikl i lanap emaessrwrcne nsnm tiohc urtiod xeeIlat rotitimaitldwBhtdncva i eaattngtwult oce bn rpni
ml’air u alwafs cntl lsnwae nlnlgdpsiiogoa ymiy n1settAa5ee tvarpnnhntd. o ohaieris o AiposOrekSoUJ aawiTemtphihSFp,acIl2mwt t ia iismmpwi epl oaosnpn .S lunnece h -amsosrUcmeiec.s ’wn rn oahyrmct sOoi icnai. 3ei
f trsfarpm row,nn aesynt’nolpoyitt A A tT pimanpat atlonehnrnoae d ipemaiOnnecc3poys ie s-useeie t gA aceahtn unshm b .nhrh ysGeto8w Siebmlwle nh .qwr ewed edol ciOn otdea iecwTgogha,esryaduottsatao
i ehn l ilhos. who ta drkni hen,s’tugttiibcacnkb teudbctyyingearehOa nbsemno sednws sr ta-hjst ydeoi nbgo plaaeesq,engtll cpasacraesikrhst ue ecdkgua,gle ao fas elenntrgwtpn h nledba piouiht ,ttsa ne s
eelreha“s o’Tire taG ua sgywh oo’hvap rnae ho aritaa .idytdwrtaac nnitwtmruigoope rtt”dat,eymrt ffooy csao rn o ls ar
awui mntMYaN“ n ic” rI Ost ptEitheaW,goeasn ry l beiNagecMt.Wt deatnwin htIic,E gm o engmdeiEas t hO N saiOdsfaAnErpGSNe hkaRut son e svCt gse a
Please enable JavaScript to view this content.
really reinventing the wheel with that name change.
Some would said… revolutionary
I don’t think they were trying to reinvent anything. They were trying to have their logo/marketing clarify to consumers what the financial representatives who sell their products already know…this is who we are, and what we do. The brand was already successful, it just needed clarification to make it more successful. Does Elevance Health mean more to you than Anthem? Does it tell you more, or does the name leave you wondering what they do? What is an Elevance, anyway?