Reasserting leadership in a competitive B2B environment
Reasserting leadership in a competitive B2B environment
Illustrates how we can work with a large B2B company to evolve their brand strategy and how they communicate with their key audiences, in a way that is highly inclusive.
Deliverables
- Brand strategy
- Brand hierarchy
- Messaging framework
- Audience psychographics
- Brand identity
- Team alignment
Business Problem
FirstService Residential is the largest property management company in North America with over 17,000 employees, managing apartment complexes and communities across the U.S. and Canada. Ten years on the heels of a previous branding exercise, it was time to evolve their positioning and communications in order to reveal their unique excellence to the market and distinguish themselves from a growing set of competitors.
Idea
Starting with a Structural Mapping Process® (SMP) exercise to reveal their brand DNA, along with a rigorous landscape analysis, these insights were used to develop a brand strategy, architecture and new brand platform that truly spoke to the needs of their customers (boards of condominiums and associations). We then engaged our creative agency partner Bleublancrouge (BBR) to develop a comprehensive set of creative assets for a new campaign that reintroduced the brand.
This will have a continuous impact on every part of the organization, and is already changing how the market sees us.
Impact
The organization continues to “transform all of our practices across every function, including finance, operations and HR” based on the new organizing idea, according to the VP Marketing. “This will have a continuous impact on every part of the organization, and is already changing how the market sees us.”
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