Brand Equity

Blue Cross and Blue Shield
of North Carolina

Despite its already strong foundation, Blue Cross and Blue Shield of North Carolina knew that with a rapidly changing marketplace and regulatory uncertainty they would need to unlock the full potential of their brand to compete more effectively. CMG Partners worked with BCBSNC to define their business in a way that would create meaningful differentiation while mapping out how this new brand could be delivered in a way that would achieve maximum results.

Using a two-phased approach, we first conducted a series of executive-level work sessions which led to an in-depth analysis of their current strategic thrust, source of competitive advantage and growth imperatives. We then combined this with insights gained from consumer research and competitive analysis to develop a brand strategy that would inform all marketing efforts moving forward.

As a result, a new operating model of brand activation was placed on the agenda of the senior leadership team. In addition, we worked with the newly-formed brand activation team to build a brand architecture that would allow the company to make more informed, strategic brand decisions about new business opportunities.