Financial Services Case Studies

Our Success: B2B and Financial Industry

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Our Approach

We understand the critical importance of naming in the financial services industry as it relates to not only customers, but stakeholders, investors, and regulatory sensitivities. We are especially percipient to the oncoming legislative environment and economic pressures of today. Being keen to these insights, we know best practices and strategies to truly leverage your company’s brand and identity.

At Brand Acumen, our team has 20+ years of experience in evaluating financial services names in compliance with Federal standards and assure complete confidence in our safety and submission strategies for regulatory approval. Coupled with extensive experience creating international brand names, we offer a range of services that ease and unburden this process for your team so you can capitalize on the other important areas of product launch.

Services:

Corporate Identity Development

Name Development

Service Mark Development

Market Research Validation

Global Linguistic Analysis

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Our Approach

Financial service company’s use these tools to identify good investments, we use them to create names, which we believe are critical brand investments.

We treat naming as seriously as any proper investment, analyzing and allocating value across the name’s purpose, structure, reception, and ROI.

Market Research Validation & Recommendation

Name Development,Linguistic Analysis,Research Validation

Capital and equity. Differentiation and deep market analysis. We’re not so different, branding and finance. We speak the same language. Landscape Analysis &

Competitive Review

Name Development

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A Few of Our Names

JPMorgan Chase – Brand Name Development: Chase Insight, Sapphire

Genworth Financial - Brand Name Development: ClearCourse

Wachovia/Wells Fargo- Brand Name Development: Way2Save

Bank of America – Brand Name Development: Mini Card

HSBC – Service Mark Development: ClientSphere

ING – Brand Name Development: THRiVE

Scotiabank – Brand Name Development: Momentum VISA Infinite Card

First Union Corp. - Corporate identity analysis, market research and identity recommendation

associated with the acquisition of First American BankCorp, Dominion Bank, and First Fidelity Bank

Natixis - Corporate identity created as a result of the merger between Banque Populaire and IXIS

Plan Big – Corporate Identity: Formally Adelaide Bank

Aozora Bank– Corporate Identity: Formally Nippon Credit Bank

Acxiom - Corporate identity, standards, graphic design and signage

NetBank - Corporate identity, standards, graphic design and signage

MyPoints.com - Corporate identity, standards, graphic design and signage

Capitalia - Corporate identity, standards, graphic design and signage

Administaff – Brand Identity: Insperity

60+NamesCreated

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Corporate Identity Development

The task was to develop a new name for JPMorgan Chase’s international banking service. The new service is an all encompassing system that uses leading edge technology. Benefits the new service offers to international customers are: easy access to multiple services, ability to perform multiple applications simultaneously and value-added services to customers worldwide.

The created name was “Chase Insight”. The new brand came out of creative exercises integrating key cues that include: power, integration, strength, comprehensive, broad-scope, problem solving and support tool. Chase Insight positively conveys all of these attributes and connotes to the customer the idea of advantage or benefit. Chase Insight was to be distributed in 40-50 countries worldwide with major growth anticipated in the European, Asia-Pacific and Latin American markets.

Client Name Creation

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Brand Name Development

Our principals were engaged by Wachovia in 2007 to create the brand name for this new savings program. Wachovia developed a high interest rate savings program that allows individuals to transfer $1.00 from their checking accounts into a new special savings account each time they make a check card purchase or electronic payment. At the time of program launch the bank guaranteed a 5% interest rate on every dollar saved for the first year and an additional 5% bank match bonus (up to $300) at the end of 12 months.

The Way2Save name was created with the underlying purpose of having the program be instantly recognizable to its target audience while also subtly conveying the rewards associated with the program. The name was built around a strategy that focused on the concept of rewarding customers with a substantial incentive. Since being acquired, Well Fargo has decided to rollout the program nationwide. In September 2008 the program reached its one millionth member.


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Brand Name Development

Genworth Financial saw an opportunity to offer an alternative retirement plan option and hired us to develop a name for this new investment product.

The challenge with this initiative was developing a name for a product not currently offered in the competitive 401k market. It was extremely important that this new identity be revolutionary for the category to differentiate itself from competing products without completely alienating itself. The new brand had to invoke interest among target audience members as well as other financial companies who would potentially carry the product. Our principals developed the name ClearCourse, a recognizable phrase that is easily understood to effectively communicate the idea that this product enables consumers to be certain of their investments and feel confident in their chosen financial path.


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B2B Brand Name Creation

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Major Technology Company

Contact Us

Address:

Website:

Bill Smith - Chief Executive Officer Email: [email protected] Phone: 704.906.3402

19 Leonard Street1WNew York, NY 10013

www.brandacumenstudios.com

Presentations & Public Speaking

Financial Services Case Studies