Developing a pan European brand purpose strategy

The Need

Our client, a global financial services provider was comprised of three main business units in Europe. Despite separate brand visions, positioning and values aligned to individual market needs all three shared a common brand purpose. The organisation, however, needed to understand how to articulate and action this to become more than a trusted provider, inspire their employees, strengthen their position in the market and connect in more meaningful and relevant ways with current and future customers.

Our Approach

Opinium designed a bespoke programme of qualitative research which was comprised of a series of online communities and focus groups in the UK, Ireland and Germany amongst current and prospective customers; in-depth video interviews with brokers, intermediaries, employers and institutional investors as well as online focus groups with employees.

The Outcome

This immersive and iterative qualitative approach provided a clear understanding of the perceptions of the providers brand, explored the relevance and value of the business’ provenance, and identified and prioritised key areas the organisation could credibly own to inform their future group, regional and country brand strategies. Following completion of the research, recommendations were presented directly to the European CEO and embedded across markets via an interactive online strategy workshop which explored how to activate, optimise and refine their future strategy.

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