IC Group

Client Situation

IC Group, a risk management firm, approached Brand Matters with a need for a migration strategy to enhance their market positioning. They wanted to increase awareness, but were concerned about confusing existing customers, and alienating resistant internal stakeholders.

Brand Matters Recommendation

Key IC Group stakeholders participated in a series of Brand Matters Strategy sessions in preparation for customer research. Brand Matters’ exclusive Brand Differentiation Model™ process was applied to develop a new umbrella IC Group brand strategy. This unified positioning was developed focusing on IC Group’s advantage from a customer perspective. From this, a new identity was developed along with key supporting communication materials. This exercise has enabled IC Group’s sales team to re-focus on core advantages and simplify their selling process.

Client Verbatim

"Brand Matters developed a strategic solution which simplified our organization's marketing, new business development and streamlined decision-making. We continue to benefit from their insight"
Julia Bilous, Marketing Director

Category of Business and Topics

B2B marketing, new technology, brand development, customer research, repositioning, internal branding and B2B marketing communications