Rebrand and Relaunch
Sales tools for investment products

CHALLENGE

To assist in creating the sales tools and support for the wide-scale rebrand and relaunch of a multi-billion dollar investment product. The marketing team brought in MBC nearly a year prior to launch to discuss research and support for both product and marketing efforts.

STRATEGY

The team at MBC performed extensive research to support the institutional style of investment management and asset allocation and to shape and position the overall marketing message. Working with MBC, the firm completely rebranded and updated its product and reshaped its entire collateral system. To make the largest impact at launch, the firm’s website was also redesigned with the new look and feel as well as innovative tools and resources for financial advisor use. The support of the product launch consisted of the following:

  • Research, support, and communication of product’s competitive advantages
  • Development of entirely new system of sales and marketing collateral
  • Website content, strategy, and development
  • Presentations, sales training materials, and wholesaler marketing tools

RESULTS

The product was launched in early 2005 with distribution across large national broker dealers and independent advisory firms. The launch was supported by a strong press campaign and garnered widespread industry recognition. The product launch included innovative investment options and turnkey marketing support programs that aided in its immediate success and powerful asset raise.

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