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Case Studies 1 & 2
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Brand Development, Marketing Strategy
The Challenge: This institutional asset management firm was spun out of The Boston Company as a joint venture with Nippon Life of Japan. The challenge entailed creating a wholly unique brand identity, a new marketing and selling system and developing an internal desktop publishing capability to eliminate reliance on outside providers.
The Solution: Created a new independent brand identity for PanAgora Asset Management, performed an extensive make-over of existing marketing materials and institutional presentations and developed a new selling system that was optimized for both investment product line and audience (consultants, corporate and endowment plan sponsors etc.). Developed an internal desktop publishing capability that saved thousands of Dollars in production costs and provided superior control of material quality and turn-around.
The Results: Dramatically improved materials, a cohesive selling system and an internal marketing capability that directly contributed to 50%+ growth in assets under management in less than two years.
New Product Development, Global Product Launch
The Challenge: Secure industry regulator buy-in to the development of a new communication network for sharing trading/settlement instructions between institutional investment managers and custodian banks. Establish market for this new offering.
The Solution: Partnered effectively with the ISITC (Industry Standardization of Institutional Trade Communications) and other regulatory group to design and build a network that internalized industry messaging standards. Defined strategic partners, pricing model, brand positioning and early-stage sales process to effectively launch the TRADELINX product simultaneously across three geographic areas (North America, Europe, Asia-Pacific).
The Results: 24 Institutional sales within six months. Product effectively mainstreamed into Thomson regional sales/marketing organizations within first quarter of launch.
© 2005, Verve Partners
617-699-4362 sueb@vervepartners.com
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