Asset Management Brand Activation and Engagement Campaigns
Driving Brand Engagement from Internal and External Stakeholders
Challenge
As investment management brands evolve, it is important to invest in brand engagement and activation activities to reach and connect with target audiences—both internal and external. MBC Strategic was approached by two of its long-time, large-sized asset managers for support in internal brand activation campaigns. Both projects had shared goals of extending and deepening brand awareness and messaging with its stakeholders and growing workforce, but each with quite different execution.
Strategy
The first brand activation and engagement campaign involved research, strategy and messaging support to further activate the firm’s core messaging approach. This involved stakeholder research and in-depth-interviews to extract and articulate the different ways these key constituents would “embrace the possible” across the brand and within each service line. The execution included detailed brand messaging guidebook and internal brand training materials. The second asset management brand engagement campaign included the design of a series of in-office environmental assets, signage, and wall art that articulated the core brand values and brand messaging surrounding “going beyond” in each of its global locations.
results
Brand engagement and activation strategies for established firms—especially asset managers—can have a profound effect on consistency of messaging from the inside out. These two projects both served that end—providing the training materials and visual execution of brand values and core messaging for both clients, each with a growing global workforce. Creatively showcasing brand messaging in engaging ways can help financial and investment firms stay on message and better articulate what makes them unique. The design assets and brand training materials help cement values and messaging—to activate and engage the brand with internal constituents.
