CHALLENGE
Driven by the need to create disruption in the category, a finance company wanted to reposition its brand to achieve shared benefits from the existing client base of its holding company.
APPROACH
- Global and macro landscape mapping: A deep immersion into the financial category to explore futuristic themes
- Expert and stakeholder conversations: understanding the opportunities, issues and resulting themes from an expert lens
- Consumer deep dive: Understand consumers’ life in the broad context of ‘Earn & Burn’ to define the role of money
IMPACT
- Identifying future relevant opportunity space that solves life relevant problems for the target audience
- Brand Key as the blueprint for the revamp of the brand
