Tom Leith is perplexed about the nation’s largest health plan’s branding strategy:
Have you noticed Anthem is re-branding some/most/all of its Wellpoint operations as “Anthem”? Look at all the “Anthem BCBSs” you see popping up. Is it because Wellpoint destroyed its brand, or what? Or maybe this was the plan: Anthem buys Wellpoint, but keeps the Wellpoint name to mute criticism until… now evidently. Hmmmmm. What do you make of it?
Any ideas for Tom?