Moving out from the current account to position a drive to reach new 3rd party investors through distinctive investment capabilities & service excellence
Markets
International Institutional Investors
A rebrand can start on the outside – with a new look. Or it can start from the inside – with a new proposition and sense of purpose. With an ambition to grow its third-party business, AEGON Asset Management chose the more connected path in order to become a business as clear about who it is as where it’s going. We and our partner Onesixtyfourth were trusted with developing a strategic approach that would reposition and rebrand the company based on its investment philosophy, from the inside out.
The market isn’t easy. Facing real competitive pressure and rising demands for transparency, we turned to market foresight to shape the direction, values and motivations behind the business. This insight went on to inform every layer of what followed: a new brand strategy, identity and branding systems, each built to convey genuine substance rather than surface change.
Activities
Brand Strategy
Brand Workshops
Naming
Corporate Identity
Internal Communications Templates
Literature & Collateral Systems
The team delivered an in-depth analytical framework that gave fresh insight on the positioning of our asset management business. The team devised a strategy that is authentic to the history of the AEGON brand and crystallised our vision for the future. This was precisely the depth of insight that we needed.
Andrew Bell, Chief Marketing Officer, Kames Capital
