Case Study: Transforming brand performance into global best practice

The Opportunity:

Despite continued investment, the brand was underperforming. Growth stalled, ROI was weak, and marketing effectiveness was falling short. This lack of traction directly impacted the advisory channel, making adviser acquisition difficult and putting strain on managing the existing network.

The business needed a brand strategy that would cut through, anchor growth in trust, and create a replicable approach that could scale globally.

The Approach:

We partnered with the CEO, CCO, and CFO to uncover the true drivers of brand trust and align them with strategic business priorities. Using both qualitative and quantitative TrustLogic® analyses, as well as strategic trust conversations with the SLT and board, we developed new brand trust values that reflected the strongest common ground between customers and the business. These values built adviser confidence and set a clear path for future growth.

Our work included:

• Conducting an internal and external quantitative and qualitative TrustLogic® Study

• Redeveloping brand values and proposition around verified trust drivers

• Building a data-guided brand strategy focused on Vision Trust

• Empowering internal teams and agencies to embed trust across all stakeholders and channels

The Results:

The impact was significant and swift:

• Record fund inflows within 12 months

• Expansion of the adviser network and higher business value per adviser

• Successful brand repositioning adopted across nine countries

• Brand and CX fully anchored in trust

  
  

This approach revitalised performance and set a new standard for brand strategy, enabling the organisation to scale best practice worldwide.