A global financial services brand had developed a new brand vision. It was important to measure progress against this in a consistent way, to understand the overall health of the brand, whilst also meeting the needs of different markets and business divisions.
WHAT WE DID
We began with a thorough audit of metrics used by each business unit, and a review of analytics to understand common themes.
We developed a new aligned Brand Framework, which was rolled out to stakeholders through immersion workshops
For the first time, the brand has a view of its global health. In order to refine and future-proof the research, predictive modelling techniques were used to understand the internal and external factors impacting brand performance.