The Business Strategy
AAM was expanding its product and service line for financial advisors, but was hampered by strong association of the brand with its traditional business, fixed income securities. AAM recognized that repositioning the brand would require a more strategic approach to its brand identity, but more immediate priorities kept the firm from addressing it in a systematic way.
Marketing Communications Support
Silver developed a “bottom-up” approach to brand identity, building a coherent system on an incremental basis, one communication at a time. This strong branded look was leveraged to prominently associate AAM with asset classes and capabilities not historically associated with the brand.
In addition to the new AAM trade dress, Silver also developed a more assertive, engaging approach to content and visuals in the firm’s marketing communications. Headlines and sub-heads spoke directly to the needs of target audiences, with strong supporting visuals that helped to establish a confident, distinctive brand personality.