Project Description
Financial Services #1 – Brand Consulting Case
Establishing a strategic positioning for a newly formed business
Challenge
- Diversification strategy into non-traditional banking services
- Acquisition of human resources consulting and outsourcing companies
- Unclear brand architecture and strategic positioning at both the corporate and HR-sector level
Action
- Customer segmentation framework to identify customer needs and most attractive targets
- Competitive and best practice assessment to identify positioning opportunity areas
- Brand architecture and strategic positioning recommendations to maximize clarity, synergy and leverage
- Communication strategy and plans to launch the new offering
Result
- Integration of internal corporate values with market-facing strategies
- Focused communication strategies, plans and tactics
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