Brand Strategy

Ensuring That Brand Value is Effectively Communicated

Business Goals

An investment management firm specializing in responsible investing sought to gain a better understanding of how target audiences view the overall category, and to obtain feedback on the firm’s brand positioning and potential new taglines.

Approach

Focus groups among investors of varying ages and financial advisors across various channels aimed to uncover attitudes and trends in the responsible investing space, and to obtain feedback to a variety of marketing stimuli including brand positioning statements and taglines.

Impact

The research identified aspects of the firm’s positioning that resonate, as well as areas that failed to align with investor needs. With an understanding of category perceptions and misperceptions, our client garnered new insights to help rethink its new tagline to ensure alignment with the firm’s value proposition.