Financial Services Organization


The Challenge
This large financial services organization recently expanded its eligibility for membership, more than doubling the marketable universe of customers who were largely unaware of the brand and the breadth of services it provides. In a highly competitive industry sector, this organization needed an enhanced brand architecture with a differentiating value proposition.
The Approach
Refined the brand architecture to focus on the core value proposition resonating most with prospective members – “unsurpassed commitment to serve,” and aligning compelling positioning and benefit statements across the lines of business. We developed a research approach to validate our ability to drive awareness, familiarity and consideration for the brand and portfolio of products and services.
The Results
Quantitative testing delivered three-fold increase in brand appeal and consideration over financial services norms. Launched national awareness advertising program, integrating with each phase of the Relationship Framework, considerably moving the needle in awareness, consideration and preference.


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