Case Studies in Marketing

brand identity in merger

Clifford Swan Investment Counsel
Creating Alignment on the Brand

Articulating the Value

Two venerable financial investment counselor firms: Clifford & Associates and Philip V. Swan & Associates merged together to form Clifford Swan Investment Counsel. While the firms shared the same strategic approach, small differences prevailed and their key message and value was not clear.

Creating the Strategy

SAI led the leadership team in a deeper examination of their values and their unique value to their customer. The process led the team to embrace a mission, an image and a key message that the firm used internally to create alignment as well as externally in their customer communications.

Realizing the Goal

SAI incorporated the key message in a new website and a corporate ad that focused on the firm’s value as a trusted advisor to its clients.

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