Triax-Covington

Client Situation

After merging two divisions of their mutual fund firms, Triax-Covington approached Brand Matters to develop a strategy and an integrated marketing program that reflected a new corporate identity.The goal was to position Triax-Covington as a market leader in venture capital investment funds.

Brand Matters Recommendation

With stock markets weakened, traditional mutual fund performance messages were wearing thin. Brand Matters Strategy™ yielded a new positioning, built on the key messages of "diversification and expertise". The firms' communications materials were then integrated into a simple three-panel marketing kit, with easy-to-access information on each of its five product lines. A critical part of the exercise was to include the find investment managers for their perspective on the investment advantages. A brand audit of current communications materials and the development of new templates was a critical part of this exercise. The sales force and their clients are now effectively building the business with this new approach.

Client Verbatim

"Brand Matters provided key strategic direction to the positioning and communication of our branding in the very competitive mutual fund marketplace."
Chris Guthrie, Vice-President

Category of Business and Topics

Mutual funds, marketing strategy, channel partner research, competitive analysis, brand development, B2B marketing communications and team alignment