A Business of Caring

This paper describes how CIGNA, a major financial, insurance and healthcare supplier in the USA, built a strong brand identity for an intangible property.

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?...