A Business of Caring
A strong brand image distinguishes CIGNA in the marketplace
Edward A. Faruolo, CIGNA
So many times we associate brands with tangible products such as soda, soap, or a PC. But what about a company whose products are by and large intangible? Better yet, what about a company whose customers may not consume the product for many years to come, if ever?
CIGNA, is such a company. Unlike consumer products, health care, insurance and related services arent wrapped in clever packaging. Nor are they strategically placed on supermarket shelves. Over the past few years, however,...