| Wachovia Corporation
2005 ReBrand 100: merit
Order of information below: Before Image, Rebrand Images, Summary/Rebrand Strategy, Credits
Summary: Challenge - The merger of equals was announced -- First Union/Wachovia. After years of mergers, corporate culture was blurred, and employees were weakly engaged. They believed brand equaled last advertising campaign. In addition, differing conversion timelines meant management of First Union, Wachovia, and new Wachovia brands concurrently and Wachovia was unknown in some markets Strategy - The goal was for a unified, coherent brand, and the Wachovia brand had to be relevant to a wide range of financial services customers. Result - Contrary to industry experience, client satisfaction scores improved: • Customer losses were extremely low • Awareness increased 27% • Loyalty measure reached record high • Stock performance led industry for three years Credits: Client: Wachovia Corporation - www.wachovia.com Chief Marketing Officer: Jim Garrity Director of Brand Management: Jay Everette Brand Managers: Renee Brown, Kristen Schottenheimer, and Jackie Hurston Creative Firm: Interbrand - www.interbrand.com [back] |
