Challenge:
Western Financial is a large financial services firm with commercial and retail banking operations and a large consumer loan portfolio. Prior to its recent acquisition by Wachovia, multiple divisions operated under different names with different brands. MCorp.'s challenge? Position the brand across disparate segments to leverage acquisition, retention and cross-sales, while uniting different business units.

Approach
MCorp. assessed the brand and made recommendations for strategy and implementation, to help Western Financial cross sell and integrate its customer base across divisions. Initial research included in-depth interviews with executive and mid-level management, line staff and intensive one-on-one customer research. Based on analysis of business and research results, MCorp. identified key areas for consolidation and made recommendations for a revised brand architecture, positioning and supportable brand attributes. Recommendations were quantified through additional research, with over 100,000 customer respondents.

Results
The re-branding implemented by MCorp. has driven brand messaging and attributes relevant to the customer base throughout the organization, while providing benchmarks for brand equity and relevant perceptual attributes. There is no longer any confusion as to what the organization's divisions do, what it stands for, or its commitment to—and benefits for—customers.


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