The power of a well-built brand is resilient to change and supports solutions to overcoming challenges of change – because change is inevitable; change is disrupting; yet change produces opportunities for brand refinement and growth.
A financial institution that we branded to increase market share several years ago – unifying internal departments and elevating the customer – has asked us to find solutions for the ensuing challenges of its upcoming transitional leadership changes.
Fortunately, the brand’s value proposition we shaped years ago stands strong today as a lighted path to overcoming internal and cultural challenges and illuminating brand opportunities.
The values inherent in the brand’s value proposition impart a sense of unification among the institution’s internal departments that are then delivered to its customers as a differentiated brand attribute
As we further deploy our client’s brand for this transitional change, we experience first-hand the elastic strength of a well-defined brand.