Strategy / Brand Audit / Brand Identity / Copywriting / Implementation
The top FTSE financial organisation with more than £257bn in assets under management. It had created silos producing multi-product marketing, had forgotten its sense of individuality and without coherent brand building, spontaneous awareness had sunk to 2%. In brand terms the business had lost its clarity of thought and identity.
The leading question from a senior city analyst to Tim Breedon on his first day as CEO:
“So Mr Breedon, can you tell me what makes Legal & General different to other the financial institutions?”
To install a new culture within the business that centred around a singular brand challenge to create:
- One business
- One brand
- One positive experience
Cash growth in the year post brand launch.
Our organising thought
We identified within the organisation the truths and driving forces within its working culture, personnel, competitive environment and communications. We found genuine, compelling ‘reasons to believe’ in the organisation.
These were channelled into a singular imperative that now runs through the business — “Every day matters’.
This call for action became the Organising Thought™ to unify a new internal change culture and internal and external communications programme.
Faster share price growth than the rest of the market.
Increase in revenue for investments.
Average increase in operating profits across the business.
We are very proud to have received both Gold and Grand Prix DBA Design Effectiveness Awards for our work with Legal & General.