Cultivating a Brand
	BRAND GROWTH STRATEGY

The Challenge

A financial services organization lacked the fact-based insights they needed to build a plan to take the organization to the next level. The organization knew that to evolve its strategic brand growth plan, it would need insights from the financial services category, market trends and a deep immersion in the customer experience.

The Process

The Pert Group utilized a variety of strategies and tools to uncover the fact-based insights the organization needed to move forward, including:

• Category trends and competitor insights.
• Qualitative insights gained through exploratory customer, mid-level employee and senior management interviews.
• Market segmentation.
• Definition of key brand metrics.
• Quantitative needs analysis defining areas of opportunity and strengths.
• Recommended product portfolio and brand architecture strategy to leverage areas of opportunity and unify brands.

Results

The organization adopted the brand strategy recommendations and is moving forward in the enhancement of its processes. It has adopted the new messaging that proved to be most relevant to its primary market segments, and a company-wide innovation process was established with the brand strategy framework as a central backdrop component. In addition, it further defined its key brand attributes, which were incorporated into the business strategy.