IC Group

Opportunity

Risk management firm, IC Group, saw an opportunity to increase sales by more seamlessly cross-marketing their services. An umbrella brand was needed to create a common platform for their three core service offerings.

Insight

Key IC Group stakeholders participated in a series of Brand Matters-moderated strategy sessions in preparation for customer research. Our proprietary Brand Differentiation Model™ process was applied to develop an umbrella IC Group brand strategy. A unified positioning, Impact and security matter most, was developed, focusing on IC Group’s advantage from a customer perspective. From this, a new identity was developed along with key supporting communication materials.

Results

This exercise has enabled IC Group’s sales team to refocus on core advantages and simplify their selling process.

Brand Matters Relevant Expertise

Market Research & Brand Insight™ | Brand Strategy | Internal Brand Alignment | Brand Identity