Client Services > Brand & Strategy > Case Studies > Brand Development & Repositioning
Brand Development & Repositioning
UBS
Lincoln Financial Group
Business Problem
Lincoln Financial Group recognized that their 12 un-unified brands were not
providing the corporate image and positioning that would help the organization
thrive in the changing competitive financial services industry. In order to be
sure this unified brand would drive growth for the company and produce the
desired outcomes, the company asked the Harris Interactive Brand &
Strategy Consulting Practice to assist with a strategic brand and positioning
program.
Implementation
Conducting research nationwide and in select test markets, our research found
that the various subsidiaries had low name awareness, which put them at a
disadvantage with their competitors. However, it also uncovered that among those
people familiar with the company felt that the company had a positive image and
possessed many of the traits necessary for success, trustworthiness, financial
strength, a good track record, excellent products and services and good customer
service. The question remained how to build strong awareness of these traits.
Solution
Research confirmed that the umbrella brand would be favorably received by the
company’s stakeholders and prospective customers. We helped Lincoln develop a
single, unifying positioning statement for the whole family of companies. The
name of the company was changed to Lincoln Financial Group, and a new corporate
logo was designed. The corporate name and logo were given prominence in the
visual identity of each of the subsidiaries.
The knowledge and insights gleaned from the research played a big role in
guiding the development of creative advertising executions. Sponsorships, events
and a web site redesign were also used to help leverage marketing expenditures
and compliment the ad campaign.
After the first year of the campaign, tracking showed significant increases
in awareness and familiarity with Lincoln Financial Group in national and test
markets. The company’s ratings on most leadership attributes had increased.
Among high-asset investors, interest in learning more about Lincoln topped other
competitors. Also, Lincoln Financial Group offices in test markets reported a
boost in employee morale, greater success in recruiting new talent and
significant jumps in production and revenues.
With a strong, unified identity and positioning. Lincoln Financial Group now
has a foundation on which to build increased awareness and reputation, bring
greater value to employees and shareholders, and work toward its goal of
achieving top-tier status within the financial services industry.
The results of the re-branding effort, overall positioning, advertising and
communications strategy and the return on those efforts has earned Harris
Interactive and Lincoln Financial Group an honorable mention at the Advertising
Research Foundation’s David Ogilvy Award in 2001.
Global Non-Profit Service Organization
Business Problem
In the late 1990s, a well known worldwide Non-Profit Service Organization had
undergone significant expansion of the services it provided and needed to
examine how to position itself in the 21st Century. The organization
was looking to find a brand positioning that would differentiate itself from its
competitors in positive and relevant terms, while leveraging the current
equities of its brand, yet be flexible enough to allow for the introduction of
the new services it was providing.
Implementation
With an ongoing relationship that dates back to the 1980s, this organization
reached out to the Harris Interactive Brand & Strategy Consulting Practice
to lead this research initiative. The research team worked directly with the
marketing department at the non-profit organization as well as with their
advertising agency. Utilizing the VISTA research methodology, we were able to
uncover which services were important to various stakeholders as well as the
emotional benefits derived from each service line. The unique insights derived
from this study include the understanding that this organization excels at
saving lives. There was also a strong emotional connection or "sense of
accomplishment" for those that charitably support the organization.
Solution
The results of this important study were presented and implemented at all
levels of the organization, from local chapters to the Board of Governors. In
2001, the organization introduced its new positioning, "Together we can
save a life," worldwide based on the insights gained from the research.
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