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CASE STUDY | FINANCIAL SERVICES

Optimising cross-departmental brand marketing


One of the first steps to optimising brand
marketing is knowing which KPIs matter
THE ISSUE



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

THE OUTCOME



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.