RBC Dexia Investor Services
2008 ReBrand 100 Winners > notable
Industry: Fiinancial Services - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - In 2006, Royal Bank of Canada (RBC) and Dexia combined their institutional investor service businesses to create an equally owned joint venture, RBC Dexia Investor Services. RBC Dexia Investor Services is a top 10 global custodian with $2.6 trillion in client assets under administration, 5 million shareholder accounts and 3,800 employees servicing clients from offices in 15 countries. Challenge - Interbrand was engaged to create a differentiated brand positioning, a distinctive identity, a client-focused product architecture, and internal and external brand launch plans – all within six months. Strategy - RBC Dexia Investor Services wanted to challenge the status quo and redefine investor services. We developed a core idea and positioning statement centered on a “catalyst” theme, supported by brand values “sharp,” “insightful” and “dynamic.” We evaluated the company’s corporate and brand portfolio to ensure that the joint venture’s capabilities and benefits were differentiated. Key brand applications included stationery, a core collateral system, proposal templates, a brand movie, internal brand campaign, launch advertising, a corporate brochure and a new website. Result - RBC Dexia Investor Services’ unique perspective on investor services differentiates the company in a highly commoditized industry, leading to new business and superior market rankings. Credits: Client: RBC Dexia Investor Services - www.rbcdexia-is.com Brand Strategist/Designer: Eryn Murphy - Intebrand Canada - www.interbrand.com Creative Director: Gary Ludwig Designer(s): Alan Lum Program Manager: John Spicer Production Manager: Patricia Gonsalves [back] |
