Engaging multiple divisions in a financial services business
Creating alignment through shared KPIs …
A global financial services business had a new brand vision. It was important to measure progress in order to justify the continued investment behind this overall purpose-driven strategy versus 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 Purpose Framework, which was rolled out to stakeholders through immersion workshops.
For the first time, the business had a view of its global brand health. It enabled all businesses to align around the new brand vision whilst also understanding the internal and external factors impacting brand performance. This helped them create a more consistent marketing approach, whilst also tactically supporting the individual businesses.