Strategy Case Study

Focus on Brand Purpose Not Process

Before institutional investors turn over millions — and sometimes billions — of dollars to an asset manager, they want to know how their money is going to be invested. It’s not a question of which equities or bonds or alternatives the manager prefers. That’s easy enough to determine by looking at their current portfolios. What…

Brand Strategy: From Tangibles to Intangibles

A competitive review is an important part of any brand strategy initiative. It helps answer questions critical to a successful branding effort: How are competitors positioning themselves? What are the messages that consistently rise to the top? What is the white space that can be “owned” by a brand?

For dataxu, a client in the…

How to Build a B2B Technology Brand That Resonates with the C-suite

SailPoint, a worldwide industry leader in identity and access management, had succeeded in winning over technical buyers with its superior products. But it struggled to connect with the C-suite and business executives who were becoming increasingly involved in security and IT purchase decisions— and who did not prioritize identity management as a critical IT…

Taking a Financial Brand from Legendary to Contemporary

Can a legendary brand be a bad thing? That was the question facing Guggenheim Partners when it set out to evaluate its long-standing brand.

A global investment and advisory firm with more than $305 billion in assets under management, Guggenheim had grown rapidly in recent years, but its legacy dates back more than a…

Staking New Territory in Association Branding

Securing internal buy-in is one of the most difficult, and necessary, parts of any branding project. And, as more and more areas of the organization realize the importance and implications of brand, more and more stakeholders’ sign-offs are becoming necessary before a new positioning is embraced.

We’re used to this increased decision…

Professional Services Branding Goes Beyond

In professional services, people are the brand. If consultants, accountants and attorneys don’t walk, talk and think their firm’s brand, the brand may never amount to more than a catchy tagline or an attractive logo. But professionals are a tough audience to convert to brand ambassadors. They work long hours, often billing for…

What Do Mount Everest and Carl Jung Have to Do With Branding a Professional Services Firm?

While conducting research for our branding project with ICF, a global consulting firm, we did a lot of “typical” research: in-depth interviews with senior leaders in the organization, conversations with current and prospective clients, and an online, all-employee survey. We were getting a lot of good material – insight into the company culture, perspectives…

Building a Healthcare Technology Brand Experience Online

When we conducted external interviews as part of our work developing the Zelis Healthcare brand, one thing became clear: the healthcare payer and healthcare provider clients who worked with Zelis were obsessed. Not with the healthcare payments technology that got doctors and other providers paid more quickly. Not with the healthcare-claims integrity services that…