Marketing Transformation: Brand Identity, New Product Launch

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Marketing Transformation | Brand Identity, New Product Launch, PMO Situation New Corporate Identity Launch Requires Project Management To Ensure Consistency INDUSTRY: After changing its name, a full-service commercial bank embarked on a major brand identity project to reflect its new image. With Banking the brand defined, the company faced the massive task of developing and rolling out its new identity at every branch, on every ATM, and in every brochure, form and sign. The Senior Vice President (SVP) of Marketing and Advertising sought a project management expert from SolomonEdwards, knowing that a seamless rollout was required to protect the customer experience. The SVP was tasked with managing the rollout with few resources and no centralized project management office on an aggressive timeline. DEPLOYMENT: Individual Solution Results The SolomonEdwards consultant provided an initial assessment resulting The bank executed a seamless rollout of the new SERVICES: in the following: corporate identity with consistent guidelines to ensure a positive customer experience and reaction to the new • Defined a new project management structure with a central PMO of bank name and logo. Every potential logo usage was over 18 group leaders responsible for capturing brand and logo usage documented for consistent, easy application of Business requirements across internal and external channels. branding guidelines to protect corporate identity. Transformation • Expanded the timeline by four months. Communications Managed the design of the logo and 10 subordinate marks. SolomonEdwards created a project plan which included • Marketing • Managed the rollout of the new brand identity system which included weekly reporting, an issues database supporting developing usage guidelines and creating an online center for digital problem resolution, and executive briefings. PMO assets. Project Management Supervised approval and production of signage, credit cards, website SolomonEdwards helped the bank impress customers • System Implementation requirements, plus forms, brochures, and other assets, and developed with its new image, and laid the foundation for communications plans for branches and partners. additional growth. 1.

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