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Leveraging more than 30 years of proven success while focusing primarily in the Latin American region to fuel its growth, Insigneo is a result of the integration of several companies – Global Investor Services, HB Asset Management, Alpha Capital, Hencorp Wealth Advisors, and the recently acquired Northeast Securities, all coming together under a new brand and corporate image.
We created this new disruptive brand, which would reflect the company’s desire to redefine financial services in Latin America, and to be a catalyst for prosperity for its customers. The company offers a large portfolio of specialized and differentiated products.
In the initial stage of the process, we conducted an assessment to gain a comprehensive understanding of Insigneo’s current situation and business objectives. We identified the gaps that needed to be addressed in order to enhance their Scallability Score, which was a key metric to measure their potential for growth.
During this module, we worked with insigneo to establish a clear mission, vision, and ambition. This resulted in a unique value proposition and brand strategy that set them apart from their competition and effectively resonated with their target audiences. Additionally, we established a prioritization of objectives based on milestones, which provided a clear overview of the organization's long-term goals.
We developed a clear, strategic, and actionable growthplan for insigneo. We evaluated three potential options for the company andafter weighed the pros and cons of each proposed scenario we selected the mostsuitable plan based on key variables that would enable them to achieve theirgrowth goals.
In the initial phase, we conducted an in-depth analysisof each of the key audiences that insigneo needed to engage with. We carefullymapped out their communication requirements and evaluated the differentchannels and initiatives in use. This allowed us to provide a structuredapproach that would support insigneo's business ambition in both current andfuture markets. As part of this process, we defined brand attributes, contentpillars, and a matrix of messages for each audience.
We supported the internal marketing team in structuring their processes and aligning roles to effectively implement and execute the strategic plans. Additionally, we developed content that helped generate awareness and positioned insigneo as industry experts. We also worked with them to define clear responsibilities for the successful execution of their marketing initiatives.
A disruptive brand in the financial services category (USA)
