Charles Kendrick on branding
From What’s in a Name? Elevance Health CMO Shares Insights from Rebranding · · Deloitte US
“Anthem Blue Cross Blue Shield's not going away; it's one of our strongest go-to-market brands, but we wanted to create a holding company name that allowed us to talk about Anthem Blue Cross Blue Shield, our new brand WellPoint, and Carillon being our services brand as well.”
On , Charles Kendrick, Executive Vice President & President of Commercial Health Benefits at Elevance Health, spoke about branding during What’s in a Name? Elevance Health CMO Shares Insights from Rebranding on Deloitte US.
About Charles Kendrick
In a September 2023 appearance, Charles Kendrick discussed Elevance Health's rebranding from Anthem, describing the company as having "truly evolved into something greater than an insurance organization." He stated that the new name was introduced to reposition the company as "a health company" and to create a holding company name that could encompass Anthem Blue Cross Blue Shield, the new WellPoint brand, and the Carillon services brand. Kendrick noted that the rebranding required shareholder approval and was completed over the course of about a year. Kendrick said the company's purpose is "to improve the health of humanity," and he cited proof points such as helping people access care and healthy food, and addressing food insecurity. He also mentioned mental health as a key area of focus, stating that the company has "tons of different resources" to help individuals from that perspective.