Newsroom | 08 September 2014

Cigna Unveils Bold Global Brand Platform; Kicks Off Branding Campaign


Cigna Corporation
Gloria Barone, 215-761-4758

  • Establishing worldwide familiarity with Cigna
  • Protecting customers' health and security
  • Embracing wellness in all its forms
  • Building trust through advocacy

BLOOMFIELD, Conn., September 08, 2014 - Cigna (NYSE:CI) unveiled a bold global brand platform and kicked off a branding campaign today, heralding a movement founded on advocacy on behalf of its customers. Using personal stories to demonstrate how Cigna protects its customers, the new brand platform is based on understanding customers' needs and working together with health care professionals to enable customers to live healthier, more secure lives.

Today, Cigna's 24-hour-a-day health information line, customer service advocates available 24/7/365, and website providing daily answers to millions of customers are some of the ways Cigna already helps customers around the world, day or night. The company's awards for health care quality, understandable customer communications and disability case management, along with its work and charitable giving to eliminate health disparities for the underserved, are a few examples of how Cigna is teaming up with customers and communities like never before. For a look at some of what Cigna does today, see

Cigna Chief Executive Officer David Cordani today rallied employees to continue to listen to customers and simplify the health care and insurance process for all. "The brand lives in all of us," Cordani said.

A new tagline, "Together, all the way," will build on the original "Go You" concept introduced in 2011 and evolve the brand positioning to one of working together with customers, and advocating on their behalf. The brand platform provides a framework that will be used around the world, recognizing themes of family, community and support that are important in cultures everywhere, and reflecting Cigna's worldwide workforce and 85 million customer relationships around the world.

"Everything we've learned reinforces that our mission to improve health, well-being and sense of security is more relevant than ever," said Stephen Cassell, Cigna's vice president of Brand. "At the same time, trust must be the foundation of the Cigna brand. We need people to know we can help them, that 'we've got their back,'" he added. For example, this fall's ads will showcase Cigna's health care professionals and how they work with customers. Some of the ads can be found at

Insights underpinning the brand platform were gained through Cigna's global research, which quantified that people the world over define being "well" and "healthy" in many ways, from physical, mental and social to spiritual and financial. The research also found that consumers worldwide fear health problems may cause financial hardship and seek protection for their health and financial needs. In the U.S., new consumer research to be unveiled soon by Cigna shows that a majority of people believe health issues could undermine their chances for a secure retirement, and just as many people with health coverage said when they make the effort to improve their health, they go it alone.

"Today, Cigna continues to evolve to meet our customers' and clients' needs. Our brand platform helps to signal that we understand it isn't easy to stay well - physically, financially, emotionally - and we're here to help individuals and families each step of the way so they don't have to face their challenges alone. We're in this together," Cassell said.

About Cigna

Cigna Corporation (NYSE: CI) is a global health service company dedicated to helping people improve their health, well-being and sense of security. All products and services are provided exclusively by or through operating subsidiaries of Cigna Corporation, including Connecticut General Life Insurance Company, Cigna Health and Life Insurance Company, Life Insurance Company of North America and Cigna Life Insurance Company of New York. Such products and services include an integrated suite of health services, such as medical, dental, behavioral health, pharmacy, vision, supplemental benefits, and other related products including group life, accident and disability insurance. Cigna maintains sales capability in 30 countries and jurisdictions, and has more than 85 million customer relationships throughout the world. To learn more about Cigna®, including links to follow us on Facebook or Twitter, visit