If your brand doesn’t occupy the right position in your prospect’s mind, you won’t even make it into the consideration set. Target customers have to know what you offer and, most important, what sets you apart. Clear, compelling positioning helps to drive pre-qualified prospects to your brand.
Every point of contact with your brand should help establish and reinforce your target positioning. And in a world of increasing competition and limited media budgets, you have to break through the clutter and communicate what differentiates your brand.
BNY Brokerage had a unique position in the institutional investment market. As the only full-service agency brokerage, they were the only broker offering complete, end-to-end information, brokerage and clearing services, without the potential conflicts of interest generated by proprietary trading.
The package label concept was an engaging, instantly memorable alternative to the “round up the usual trading screens” approach of most marketing communications in the industry. Print and digital ads, coordinated with email campaigns, reinforced the message.