Revitalising an Asset Management Business
Client: Financial Services Group
Challenge
Senior management at a major financial services group wished to develop a stronger brand identity for their asset management business in an increasingly competitive and dynamic market.
We worked closely with the senior team to fine-tune the value proposition for their consumer and institutional audiences, through reviewing both the strategic context and current corporate brand positioning – providing a compelling ‘organising intelligence’ to propel the evolution of their business.
Approach
EXTENSIVE APPRAISAL OF THE BUSINESS ENVIRONMENT: A review of the competitive environment and corporate positioning through desk research and an in-depth interview programme, with both internal stakeholders and experts external to the business. This was complemented with a comprehensive review of the asset management group’s strategy vis-à-vis the overall group’s strategy.
BRAND POSITIONING DEVELOPMENT: A series of senior manager workshops to develop the new corporate brand positioning, followed by a programme of work to illustrate how the positioning could be applied to a range of execution areas.
SHAPING BRAND BEHAVIOURS & CORPORATE CULTURE: Working closely with the client to identify the ideal employee behaviours which fitted with the new positioning, alongside advising on how the organisation’s culture could be evolved to support the strategy, brand message and drive improved performance.
RE-DESIGNING THE WORKPLACE TO SUPPORT KEY COMMUNICATION OBJECTIVES: We developed recommendations on how to reflect the new brand in the HQ building, overseeing a face-lift of the reception area, client meeting rooms and restaurants to ‘dramatise’ the brand experience powerfully and memorably.
Outcome
The new corporate positioning was successfully and enthusiastically adopted, exemplified in a range of communication materials and internal action programmes, enabling the client to aggressively grow assets under management whilst cementing a reputation for dynamism and innovation.
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"forward thinking inc guided us through the intricacies of Brand Development and its link to strategy implementation in a revolutionary way. Their guidance has dynamically changed how we behave both internally and externally and has delivered real business results"
Marketing Director