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How does a company that already has a strong brand name successfully launch a new one? The Wall Street Journal Studios recently highlighted the successful introduction of the Elevance Health brand in 2022 to answer that question.

Rebranding a Fortune 20 company is a challenging undertaking, and this was more than an update to logos and colors.  The Elevance Health marketing and communications teams needed to ensure the rebrand reflected the company’s transformation from health benefits company to health company.

Selecting a name that reflects the company’s purpose to improve the health of humanity served as a philosophical driver for the entire rebrand. “We’re elevating health beyond healthcare, advancing our business to address physical, behavioral and social drivers of health,” said Elevance Health Chief Marketing Officer Bill Beck. The key words, ‘elevate’ and ‘advance,’ were combined to create Elevance, and Elevance Health became the brand that will lead the company into the future.

Beck lauded the well-coordinated efforts of all involved in the brand rollout, acknowledging it was a team approach from start to finish. “Our 100,000 associates exude a commitment to our members, stakeholders, and each other; we pulled together to transform and bring the promise of Elevance Health to life,” he said.

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