Success Brief: Integrated Financial Services
Rebranding across formerly siloed divisions increases employee engagement, drives cross-sell among units, greater revenues across business lines, and boosts loyalty by over 200%.
This NASDAQ-traded financial services company had significant unrealized potential for cross-sell and product development opportunities, between over two million auto loan customers and its $2 billion bank.
To effectively leverage this opportunity, the firm needed to define and implement a revitalized brand, bringing employee beliefs and behaviors and customer perceptions into alignment with leadership's vision.
Through MCorp's combined approach of Brand MappingSM and strategic consulting, our client wanted to gain a clear understanding of current perceptions of its brand as well as specific, defensible recommendations for a research-driven brand platform that would drive opportunity creation, business growth, and a corresponding financial performance.
Analysis revealed several issues, as well as potential areas of commonality. Three major findings formed the basis for brand recommendations, pointing the way towards internal adoption and a strategically appropriate brand launch.
Recognizing that the potential for brand adoption and delivery was impeded by internal attitudes, MCorp recommended an internal year-one launch, with an external launch based on hitting internal adoption targets.
By identifying brand gaps and prescribing a clear path to close them, this financial services firm was able to leverage brand to boost employee loyalty from an initial NPS metric of around 20% to a pre-launch score of close to 80%.
