Case Study 3 – Successfully Repositioning a Building Society : Brandspeak Limited

1. Case Study 3 – Successfully Repositioning a Building Society Challenge This well-known UK Building Society completed the takeover of an equally well-known competitor. The Board was faced with the tricky challenge of integrating the 2 entities in a way that would allow both to articulate and deliver a compelling positioning and proposition – in a way that would make sense to both the customers and employees of the two brands. Brandspeak was asked to devise and undertake a research programme capable of addressing these needs in full Approach The project kicked off with interviews with key Board members and stakeholders – to ensure that the company’s perspective was fully understood Senior stakeholder workshops were conducted to create a number of differentiating proposition and positioning start points for both brands, along with target audience definition An online community was created to explore these start points and identify the supporting products / behaviours that would be essential for both. It was also used to explore whether these would lead to sufficient differentiation between the two high street brands Simultaneously, a similar process was conducted with staff at all levels of both organisation. Its additional purpose was to gather ideas for bringing the new propositions to life internally, in ways that were both motivating and differentiating Outcome The project culminated with a presentation to the client’s Main Board. This ultimately led to a rebrand (which was also tested) by both organisations