Areas of Expertise
Case Study: Financial
One of the nation’s largest financial services companies saw a competitor’s increased advertising spend make serious impact. How could the client brand regain traction? What approaches could break through without breaking budgets? How could current brand assets become stronger and clearer?
Brand voices can be as unique as brand images, if developed and managed purposefully. Crafting an authentic voice required a thorough understanding of company culture, customer communication needs and competitive plays — not to mention complex industry terms, products and regulations. All had to come together for absolute clarity.
Results that Matter
Davis delivered a detailed analysis of corporate and marketing language, customer communications, and a voice map of major competitors. These served as the guidelines for new brand voice principles, segment lexicons, product naming and systemwide training sessions across all business units.