Growth & Expansion

Beating Goliath: How Challenger Brands Can Win

Often, when mid-size companies compete with their industry’s larger, global power players, they overcompensate by highlighting the ways in which their offerings are just as broad and deep as their multi-national competitors’. As a result, these companies – the challenger brands – often get lost in the shadows of the behemoths because they can…

Beyond Colors and Fonts: Developing and Launching a Successful Literature System

As a company grows, its communication needs become more intricate. There’s the sales team, which needs a variety of sell sheets, updatable on the fly yet coordinated and professional looking. Human Resources plans to develop a recruitment packet for college job fairs. Customer Support needs product literature with detailed specs featuring lots of tables…

Boutique or Not Boutique? The Key Question Facing Growing Investment Banks

Sound familiar? A mid-size investment bank has experienced impressive growth in the recent past. It is now struggling to communicate a differentiated value proposition in the increasingly crowded marketplace. Though the firm is far smaller than the “Big 10” – the JP Morgans and Morgan Stanleys – it is far larger and more established than the…

The One-Brand Challenge for the Multi-Fund Asset Manager

Today, many asset managers are facing a complex branding challenge. How can they develop a consistent and cohesive brand across multiple investment strategies? This topic came up over and over again. How do you find one brand that cuts across fixed income, multi-strategy, real estate, long-only, large cap, etc? Should you have one…

Can a Bad Name Turn Good Again?

A few months ago, we asked “What’s in a name change?” SAC Capital, hoping to distance itself from scandal, had just become Point72, prompting discussion of what circumstances make a name change advisable. So when we noticed the revival of a familiar-sounding Andersen Tax, we were immediately intrigued. You may remember the name…

Can Asset Managers Compete Globally With a US-Based Brand?

What will asset management look like in five years? With business and technology becoming global at a more rapid pace than ever before, this is an increasingly ominous question. PwC, in a recent report titled “Asset Management 2020: A Brave New World,” put forth their predictions after two years of research. With our particular interest…

Branding Disruption: Lessons Learned from Airbnb’s Rebrand

Airbnb has been making more headlines than usual, with a new partnership and the launch of its new brand. The privately-owned company offers a service that challenges the established order of rentals, lodging, and travel. It’s simple: Airbnb’s website connects users who have spaces to rent out (hosts) – whether they be entire…

Healthy Investments: Why Hospitals Need to Spend to Save

Hospitals, facing the need to provide quality care to more people at an affordable cost, are changing business strategies, striving to stay competitive – and solvent – as they encounter rapidly changing regulations. The Affordable Care Act is certainly one key factor driving the need for hospitals to invest in new technology and infrastructure while reducing costs…

To Drive Growth, Benefits Consultants Must Rethink Their Brands

The benefits consulting industry is at an interesting inflection point: with the unrolling of the Affordable Care Act and the extension of services to include private health care exchanges, the sector is rapidly expanding, growing in both size and complexity. From a brand strategy perspective, this creates an interesting challenge, and opportunity. After all, firms…

Investor Videos: Success Tips from a Producer

Xan Parker, head of DeSantis Breindel’s film department, is an award-winning documentary film producer who has produced a number of investor videos. Here, she shares a few high-level tips for creating successful investor videos.

How Can a Corporate Brand Minimize ‘Key Man’ Risk?

Much has been written about ‘key man’ risk — the danger for corporations that rely on one or a few individuals — and its impact on business value. Fashion firms with a celebrity designer, for example, or asset management firms with a star investment manager, are particularly vulnerable. Yet, even large, global firms can be exposed.

Last…

First Things First: Why Brand Strategy Must Come Before Marketing Strategy

For many professional services firms, international expansion, especially in emerging markets, represents the greatest opportunity for growth.

Accounting Today recently published an interesting article pointing to different approaches that firms are taking to connect with international prospects – joining the right networks and associations, incorporating new services onto a company’s website, and leveraging social networks…

Going Public? Don’t Forget About Your Corporate Brand!

IPOs represent a time of unique opportunity and challenge – the chance to make a meaningful first impression with prospective investors, partners and even recruits; to take the company to the next level and achieve major growth goals; and to go head to head with more established players. Not surprisingly, IPOs can be deeply unsettling for…

The Emerging Markets Opportunity in Financial Services: How Brand Can Help Drive Growth

Recently, an asset manager client asked us to produce a film aimed at attracting new investors. With half of their investors based outside the U.S., including a growing number from emerging markets, the firm needed a consistent and compelling way to introduce themselves and give investors a peek “inside” the firm. The film introduced…

Expand with Brand in Mind

We recently came across an interesting article in Accounting Today that examined the expansion of accounting firms, noting specifically the growing trend of “expanding any way you can” across vertical and geographical markets. The industry as a whole seems to be following this strategy, as firms adjust their business strategy – offering new services, acquiring new…

Breaking Up Is Hard To Do

Corporate breakups are the new black. And Wall Street is buzzing as company after company looks to spin-off to create greater value for shareholders, despite the weak economy.

With all the commotion, it can be easy to forget that breaking up is hard to do – especially for the newly independent entity. While separation can…

Why Does a Biotech Company With No Products on the Market Need a Corporate Brand?

Just check the last ten drugs approved by the FDA: most are the result of partnerships between small biotech companies and much larger pharmaceutical companies. The Wall Street Journal recently covered the partnership between Bristol-Myers Squibb Co. and a small biotech firm, Medarex, that created a successful melanoma drug. This collaboration is only one…