Increasing awareness and repositioning
Even though no one could question the performance of Formuepleje’s services, the perception of the brand did not reflect the company’s actual accomplishments and results. To turn it around we provided Formuepleje with a renewal all around – included a new brand story, values, brand positioning, dynamic payoff, visual communication concept and tone-of-voice. Explore the…
Challenge
Even though no one could question the performance of Formuepleje’s services, the perception of the brand did not reflect the company’s actual accomplishments and results. This was especially evident in industry image and awareness reports, where Formuepleje did not rank very favourably compared to other asset management companies. Specifically, Formuepleje wanted Sunrise to assist on 1) a repositioning of Formuepleje’s image, which was associated with high risk and high costs, 2) securing a more attractive positioning within the important influencer groups – lawyers and accountants, 3) help in breaking down barriers potential investors might experience when meeting with their banking advisors, and 4) Increasing brand awareness in order to get more potential investors knocking on Formuepleje’s doors.
All in all, Formuepleje needed a marketing foundation that took more of an outside-in approach and enabled it to convey all of its unique stories and proof points while appealing to key target groups and stakeholders.
Solution
Through extensive research and numerous in-depth interviews both internally and externally across key segments, Sunrise helped uncover the underlying reasons behind Formuepleje’s image and awareness challenges, and was able to identify key drivers of the relevant target groups. The insights enabled us to create a brand that encapsulates Formuepleje’s customer-focused and service-oriented DNA while still showcasing their unique results.
The resulting brand and communication platform included a new brand story, values, brand positioning, dynamic payoff, visual communication concept and tone-of-voice.
Result
The insights obtained during the project enabled us to create a brand that encapsulates Formuepleje’s customer-focused and service-oriented DNA while still showcasing their unique results.
The resulting brand and communication platform included a new brand story, values, brand positioning, dynamic payoff, visual communication concept and tone-of-voice.
The new communication universe was unveiled through a series of ads in leading Danish newspapers. The ads made use of the new dynamic payoff and helped position Formuepleje as a market-leading asset management company by taking a stance on multiple relevant topics.
In addition to the newspaper ads, Sunrise helped Formuepleje implement the new communication across several elements: sales presentation, online banners, billboards, digital displays as well as a new website currently under development.
Thus, the new communication platform will ensure a relevant, consistent and value creating marketing effort across all activities and elements moving forward.
We needed an agency that could showcase a tried and tested analytical approach as well as a documented understanding of our complex business. We’ve had a dialogue with several interesting agencies, but Sunrise was able to put forward a senior team with vast experience from similar cases. Furthermore, Sunrise offers customized solutions as an alternative to one-size-fits-all. We needed a partner with a large analytical toolbox and a deep understanding of the drivers within branding
Stinne Melanchton Betinger, Executive Assistant and IR Manager at Formuepleje.
