GLOBAL FINANCIAL SERVICES:
Developing a Global Brand Position

Client Situation

As one of the top ten financial services firms in the world, our client had experienced incredible growth and profits through a global acquisition strategy. Not surprisingly, many of the acquired brands held more equity with customers than the corporate brand, which was well known in parts of Europe but relatively unknown elsewhere. Moreover, the corporate brand was not perceived as having any defining characteristics due to the overshadowing nature of the acquired brands, the speed at which acquisitions were taking place, and the number of new cultures being incorporated into the corporate structure.

Market2Customer^® (M2C^®) was asked to develop a recommendation for the corporate brand-what should it stand for, what characteristics should it promote throughout the world, and how will these unify the company and drive business results.

Results

Working collaboratively with the client executive board and senior management team around the world, M2C created a clear and compelling corporate brand platform that is now enabling the organization to deliver more consistency in all of its customer interactions.

The Intervention

Using the robust Brand Intent^® framework, M2C consultants defined a detailed process to understand the unique equities of the client's acquired brands, their relationship to competitive brands, and the emerging needs of customers. Over 200 existing client research studies were reexamined for new insights. Coupled with over 75 senior management interviews, consumer and business-to-business qualitative research, and an exhaustive global competitive review, M2C prepared a comprehensive analysis and recommendation. The recommendation included aspirational brand personality and performance associations, and a description of "on-intent" customer experiences.

The consulting process helped galvanize the senior management team and created focus in an organization of many distinct and disparate parts. It also created a renewed appreciation of the fact that building and maintaining a great brand is really about aligning company-wide behaviors with desired customer experiences.

Today, the company has embarked on a wide range of global initiatives; each designed to drive intended brand attributes into the organization. It is a long journey-but one that will create satisfied and loyal customers who will respect and engage our client's brand for many years to come.

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