Case Studies
Sub-Branded Added Value Service
Situation
MCAworks was engaged by a leading sell-side financial firm facing a distinctive market challenge. The firm had developed an innovative service with significant differentiation potential but operated in an industry environment where branding was typically overlooked. In this B2B market, unlike the consumer sector, performance metrics and industry rankings traditionally took precedence over brand identity. Recognizing the need for a paradigm shift, the firm sought MCAworks' expertise to develop a sophisticated marketing strategy. Their objective was to effectively brand the new service, thereby distinguishing themselves in a landscape unaccustomed to such approaches.
Our Approach
MCAworks completed a series of qualitative research among buy-side personnel, identifying their key needs and, importantly, their impressions of the potential suppliers of this service. Simultaneously, MCAworks tapped into their network of analogous B2B clients and contacts to develop a range of best practices solutions. They then led various brainstorming and creative development work sessions, the result of which was a sub-branding strategy mainly based on several of the analogous best practices from other B2B categories to tie the benefits of the new service directly to the imagery of the parent company.
Results
The client achieved a higher-order level of respect and identification among its own target buy-side clients.