Baird
2008 REBRAND 100 Winners > notable
Industry: Financial Serivces/Insurance - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - Industry dominated by big wire houses like Merrill Lynch and UBS as well as by Wall Street investment banks like Goldman Sachs and Lehman Brothers. Challenge - Baird was an 85 year old full-service regional financial service firm who had recently bought themselves back from their former parent Northwestern Mutual Company. The CEO wanted to use a more clearly defined relevant brand to enhance their consistently outstanding performance to a whole new level. Our principal objective was to reposition the brand, highlighting employee ownership, expertise and dedication to delivering consistently superb client experiences. Strategy - To insure enthusiastic acceptance, project was lead by Brand Committee consisting of all senior business leaders. Brand drivers were identified from existing research and one-one-interviews with key internal and external stakeholders. We identified honesty, integrity and shared values as our preeminent offerings. Brand positioned around Great Outcomes, Done Well. Result - Entire firm aligned around brand idea. CEO believes has significantly enhanced overall and individual employee performance and that “refreshed” brand has helped drive outstanding business results and helped Baird attract world-class talent. Credits: Client: Baird - www.rwbaird.com Brand Strategist/Designer: Interbrand - www.interbrand.com Creative Director: Kurt Munger Associative Creative Director: Carlyn Schlecter Creative Director: Ronan Tiongson Design Director: Van Rais Senior Designer: Marc Bernauer [back] |
