Advertising and Marketing Communications

Breaking Through in a Crowded Marketplace

Business Goals

Our client sought to update its brand positioning and messaging for its equity asset management business, with the goal of more clearly articulating its current brand proposition and differentiating its offerings in a highly competitive marketplace.

Approach

In-depth telephone interviews with internal stakeholders and external clients and prospects, including financial advisors and retirement plan consultants, to obtain feedback on new messaging in development.

Respondents evaluated several value proposition statements and advertising executions in terms of relevance, credibility, uniqueness and motivating power. We also drilled deeper to examine reactions to specific language and phrasing.

Impact

The research confirmed that the overall approach to the new campaign was on the right track and identified which statements and ads were most compelling. Equally important, the research also provided clear direction on phrasing to avoid, and how to best prioritize its messaging, enabling our client to finalize their copy approach with confidence.