Financial Metrics as Brand Story

Business Challenge:
GlobeOp, a financial technology platform, was plateauing in its core business, small- to mid-sized hedge funds. It needed to increase its brand awareness among larger funds and new categories. It had the proof of its growth and customer satisfaction in a complex set of data points; the challenge was making the 1,000+ data points come across as a simple, clear story that supported the brand.

Target:
Internal, employees first and foremost; secondarily, all external guests/prospects visiting GlobeOp offices

Customer Insight:
Employees, customers and investors — in a first-impression opportunity — didn’t have time to study the metrics. That could come later. They needed to grasp the quality and trustworthiness of a brand in an instant.

Strategy:
Position GlobeOp as the place, the people, to make you confident about the administration of your money. Client Satisfaction (CS) emerged as the hot button in an industry of near-parity technology. Employees were the authentic core of this campaign…they had to see and feel this pride internally every day;

Creative Solution:
Convert the past three annual surveys’ 120,000 data points into a heat map without the data points; Show year-over-year CS progress: Blue: remarkable service. Yellow: satisfactory. Red: unsatisfactory. Hand-silkscreen on canvas and install in every office lobby, this data as the brand’s art centerpiece.; Dovetail with a culture-building, PR-worthy internal campaign, “Remarkable Service.” In unveiling the art installations, I expressed to the employees that “You are the artists” in the GlobeOp success story. Showcase these as art installations in every global office reception and major conference rooms. A picture really is worth a thousand words, and in this case, $1billion…cutting through the typical sales talk.

Business Value and Results:
This was the first step  in a rebranding campaign built on the position of “Confidence” and the tagline, “Be Confident.” Once employees believed internally, the world could believe…helping grow AuA 71% to $187 billion, revenue 41% to $221.3 million, and stock value 142%, leading to $1 billion acquisition.

To set up a meeting and learn more, contact janzlotnick@gmail.com