Specializing in risk management, employee benefits, and insurance brokerage, the Capstone Group, is a relatively young firm in a mature industry. To date, it had enjoyed rapid growth, largely thanks to the excellent personal relationships and abilities of its founders. Remaining viable and competitive meant changes were called for.
To sustain growth, the brand needed to extend its brand and messaging beyond a marketing message primarily focused on its founders. The goal was not a case of “make over,” but rather “make better”; take a well-performing brand to a higher level in terms of meaning, emotional significance, and impact. An end-to-end application of the Brand Leadership Solution®
To powerfully express the emotional and functional dimensions of the brand, we crafted the brand statement: “People Focused. Results Driven.” This was not only a recognition of the firm’s unwavering commitment to people and outcomes; it also served as an internal rally cry, one that is true to its brand DNA.
Tools, methodologies, and components of the Brand Leadership Solution® called upon to build a “better” brand, were:
DISCOVER
DEFINE
DIFFERENTIATE
DEPLOY
The new brand assets were immediately put to use in application in several key prospect presentations, with tremendous and positive feedback.
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