Blue Shield of California Launches New Brand Voice by Addis; New Blue Shield Positioning Focuses on Individuals.Business Editors BERKELEY, Calif.--(BUSINESS WIRE)--July 24, 2001 Blue Shield of California Blue Shield of California is a not-for-profit health insurance provider headquartered in San Francisco, California. An independent licensee of the Blue Cross and Blue Shield Association, Blue Shield of California is an incorporated, wholly owned subsidiary of California Physicians' is launching a new brand voice, created by the Berkeley-based branding firm Addis, that is being incorporated into all its marketing efforts, including direct mail, corporate collateral, and an $8 million advertising campaign. Based on years of research, Blue Shield of California, the state's second-largest nonprofit A corporation or an association that conducts business for the benefit of the general public without shareholders and without a profit motive. Nonprofits are also called not-for-profit corporations. Nonprofit corporations are created according to state law. health care company, has evolved its positioning from that of a traditional, one-size-fits-all health plan to a consumer-focused health and wellness company. The compassionate com·pas·sion·ate adj. 1. Feeling or showing compassion; sympathetic. See Synonyms at humane. 2. Granted to an individual because of an emergency or other unusual circumstances: , narrative brand voice Addis created expresses this new positioning. "Blue Shield Blue Shield A US not-for-profit health care insurer that is a reimbursement intermediary for physicians. Cf Blue Cross. now puts the consumer at the center of health care," says Lisa Hunt, director of brand communications at Blue Shield of California. "We understand that our members need care that addresses their individual health and wellness and makes them partners in decisions about their medical care. Our new positioning and voice communicate this distinct, forward-thinking idea." Addis' work, which includes collateral and a strategic architecture for the collateral, makes Blue Shield's communication with employers, members, prospective members, health professionals, insurance brokers, and its own staff simpler and more consistent. ABOUT ADDIS Addis blends design with strategy, expressing each brand's voice through positioning, naming, identity, Web design, advertising, packaging, and retail design. During 17 years in business, Addis has produced diverse solutions for a wide range of international clients. Recent projects include the new name and identity for Electrolux, now Aerus; Pottery Barn Pottery Barn is an American-based chain of home furnishing stores with stores in the United States and Canada. It is a wholly owned subsidiary of Williams-Sonoma, Inc. History Kids' first e-commerce site; two Web sites for Barclays Global Investors Barclays Global Investors is a subsidiary of British-based Barclays Bank which is in the investment management industry. It is the largest corporate money manager in the world, with over £936 billion (US$1.77 trillion) under management as of March 2006[1]. Inc.; and collateral for BGI's iShares product. Addis is refining refining, any of various processes for separating impurities from crude or semifinished materials. It includes the finer processes of metallurgy, the fractional distillation of petroleum into its commercial products, and the purifying of cane, beet, and maple sugar and extending the new identity for 24 Hour Fitness. To learn more, visit www.addis.com. ABOUT BLUE SHIELD OF CALIFORNIA Blue Shield of California was founded in 1939 by physicians who recognized the importance and value of providing quality health care to the citizens of California at a reasonable cost. Today, with 2.3 million members, Blue Shield is one of the leading health care companies in one of the nation's most mature managed-care states. It attained this position by holding firm to its core mission of providing access to quality healthcare coverage at reasonable rates. The company, headquartered in San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden , has nearly 4,000 employees and more than 20 office locations throughout California. For more information, visit the company's Web site at www.mylifepath.com. |
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