Issue

Given changes in the marketplace and its own organization, a leading asset management company decided it was time to re-examine its image through the eyes of key stakeholders. The goal was to refresh the company's brand positioning.

Process

We conducted a multiphase study consisting of focus groups and in-depth interviews in five countries, and participated in working sessions with key internal stakeholders and external agencies.

Result

Market Strategies' research identified key emotional territories that the brand might claim, some of which were untapped by the competition. Additional research refined how to articulate that brand positioning, building compelling and credible messages that resonated with a variety of customer audiences. The revised brand positioning is driving not only external communications, but also internal processes and product development efforts, as the client rebuilds its brand DNA around new ideas and insights.

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