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Dear [contact-First_Name],
Welcome again to Kaleidoscope’s newsletter
where this month we’ll examine how
sub-branding is being used in the financial
services sector. We also continue with the
Good Bad and Ugly – this month critiquing
quite an interesting print campaign for
VISA. As always, if you’d like to share any
information with us, we’d love to hear from
you at
TheScoop@KaleidoscopeResults.com.
Sub-branding can be a highly effective way
to introduce new products or services, or to
differentiate yourself from a parent
company. Large financial services
institutions offer a range of products and
services that leverage the strength of the
company brand in order to reach new markets.
Because customers instantly recognize the
main brand, they are more likely to
recognize, trust and purchase the sub-brand.
For example, RBC Financial Group uses these
sub-brands to market to different niche
groups:
Corporations use sub-branding to introduce
products or services to a secondary market.
For example, in 2001, RBC Financial Group
acquired the Dain Rauscher Corporation. RBC
then launched RBC Dain Rauscher to encourage
Dain Rauscher’s existing customers to “stick
with the name you know” and to get a head
start in the (sometimes challenging) US
market.
Many successful investment advisor teams are
developing sub-brands to leverage their
affiliation with a corporate brand while
differentiating themselves from their peers
and competitors. How do advisors brand
themselves? Advisors will often use their
own names and leverage from the main brands
by using the same colour schemes, fonts and
imagery to maintain a similar look, feel and
manner to the main brand, but they will
differentiate themselves by having their own
look. The best of both worlds! See this
month’s case study as an example of advisor
sub-branding. |
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Did you know… 36% of the Best 25
Brands in Canada in 2006 are from
the financial services sector?
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RBC Financial Group
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TD Canada Trust
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Petro-Canada Energy
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Bell Telecom
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Shoppers Drug Mart
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Tim Hortons
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BMO Financial Group
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Canadian Tire
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Scotiabank
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Telus
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Molson
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Husky
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CIBC
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Rona
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Investors Group
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National Bank of Canada
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CI Investments
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Rogers
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Mackenzie Investments
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Jean Coutu
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Mac’s / Couche-Tard
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Labatt Beverages
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Loblaws
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Sobeys
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Suncor
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Kate and Yvette use the following system to
rate current marketing campaigns….
The Good – something to be proud of.
The Bad – not sure what the deal is here!
The Ugly – strategically lame and creatively
rancid!
Campaign:
VISA e-commerce
Venue:
National Print Campaign
Date:
Current |
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The Campaign:
VISA’s e-commerce
campaign appeared in a national print
campaign during the fall of this year.The ad
promotes VISA’s online security systems
which provide fraud protection for Canadian
consumers.
Kate’s
Rating: Ugly. Yvette’s Rating: Ugly.
[
Read their critiques
]
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John Corrigan
John Corrigan is a senior Investment Advisor
with RBC Dominion Securities Inc. John and his
associates specialize in developing wealth
preservation plans for entrepreneurs operating
cross-border businesses and high-net-worth
individuals.
John advocates a coherent, unified strategy as the
surest way to preserve business assets. As a
discretionary management team, John Corrigan will
act on behalf of the client, within parameters that
clients have defined. This means that clients can
focus on running their business, confident that
their assets are being well managed and preserved.
John and his team will provide a solution that will
diversify personal wealth and enable the growth of
cross-border business. As each team member is an
accredited financial advisor clients are assured of
getting expertise of the highest level.
The Challenge:
The challenge was to build new business within a
niche market by positioning John Corrigan and his
team as experts in wealth preservation issues, and
develop a means to communicate a unique value
proposition to other professionals that the client
is currently working with - legal, accounting, and
banking professions within the framework of a larger
brand identity.
more >> |
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“John Corrigan engaged Kaleidoscope to
produce a brochure and postcard insert for
our cross-border investment business. We
chose Kaleidoscope for their experience in
the financial services sector and their
reputation for innovative marketing.
Kaleidoscope’s talented team had the vision
to create a brand identity for our firm that
reflects success, wealth, and lifestyle.
They also worked with RBC Financial Group
and I to ensure that the design of our
materials were in compliance with RBC’s
brand standards.
Our goal was to attract high-net-worth
clients to our business and the result is
high quality, top notch marketing pieces
that we are proud to show to both current
and potential business. We highly recommend
Kaleidoscope.”
John Corrigan, CIM, FCSI
Investment Advisor, RBC Dominion Securities |
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