New Brand Extension Achieves a $2 Billion Boost in Revenue


A $500 million subsidiary of a $50 billion national health insurance services provider


The organization unified the corporate brand by consolidating dozens of disparate companies under one image umbrella. Having achieved that, the Board expected a 50% boost in both revenue growth and EBIT.


The consolidated entities were overlapping their new business pursuits, failing to open new markets, cannibalizing existing target markets, and unnecessarily ‘buying share’ to close the revenue gap.


Develop and install a proprietary data-driven analytic engine for business lead generation. Then parse the new business opportunities to the appropriate, high-probability success subsidiaries for sales outreach.


The program achieved a $2 billion boost in revenue directly attributable to the lead generation efforts. And created $7.5 billion in an indirectly attributable revenue rise.