Elevance Health is ranked No. 22 on the Fortune 500 list. The organization is massive, and it brings in more than $150 billion in annual revenue. Marketing for this company is a big job, one that CMO Bill Beck made more difficult when he led the charge on a massive rebrand in 2023. On this episode, Bill guides us through how he went about rebranding and consolidating a well-known and successful company in a way that earned executive buy-in and helped drive further growth.
Tune in to learn:
- The Elevance Health rebrand (4:50)
- Getting buy-in from leadership (8:00)
- When you know your rebrand was a success (13:35)
- Managing a shift in consumer expectations (16:30)
- The challenges CMOs face (24:00)
- Strategies to continue driving growth (30:30)
- The culture of the ELT (32:10)
- Balancing local and global needs (39:40)
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