MenuThe brand is greater than the sum of its parts
Capabilities applied- Brand architecture
- Brand audit
- Brand strategy
- Identity design
- Identity standards
- Implementation
- Naming
The situation
Two of Canada’s leading managing general agencies (MGAs) – PPI Financial Group (with principal offices in Vancouver, Toronto and Calgary) and Financial Management Group (FM) (based in Calgary, with offices across Canada) – were entering a strategic alliance, with PPI taking an equity position in FM. PPI was Canada’s pre-eminent insurance distributor supporting advisors working in the high net-worth market while FM focused on the mid-market insurance business. How these two brands should be related needed to be resolved quickly, in time for the impending public announcement of the alliance. We were retained to develop a brand architecture for PPI and FM, as well as create brand names, brand identities and all branded assets for both print and online communications.
Our actions
Working with senior management at PPI and FM, we developed a positioning and brand strategy for the merged firm and for each operating brand. The brand architecture strategy and brand names were developed over an aggressive one month time frame. With these essential brand elements in place and with an approved creative brief, we developed a brand identity system that included a parent brand, and segment brands for PPI Financial Group (renamed PPI Advisory) and Financial Management (renamed PPI Solutions). PPI Advisory represented the existing high net-worth segment and PPI Solutions described the more transactional activity of the mid-market business segment.
The brand for PPI Solutions was the first out of the gate in June 2010, with a comprehensive stationery package, PowerPoint template, promotional brochure and fact sheets, banners for launch, web site and promotional items. New proprietary software tools and products were brought to market and the software was branded to integrate into the overall PPI Solutions brand experience. PPI and PPI Advisory were launched in the fall of 2010, each with their own support materials. The brand identity system was designed to balance the need to create a strong PPI brand, while differentiating their brand segments. We produced detailed (60+ pages) brand standards for each PPI brand, which were introduced during brand workshops held across Canada.
The results
Both internal and external stakeholders embraced the new brands. Some legacy brand names from Financial Management brand were initially deemed to have so much equity that the brand identity system was created with these names included. Six months following the brand launch, PPI Solutions decided that the response to the new brand identity was so positive that all legacy FM brand names were soon retired. Not only has there been no loss of brand equity with the migration to the new brands, financial results for this privately held company have significantly improved. PPI is now poised for continued growth and success. The PPI logo was also awarded a Gold Award from Graphis Logo Design 8, one of the world’s most prestigious design publications.
