Connecting to
a larger a narrative
to “Achieve More”
Work: Messaging & voice
Category: Corporate trade
Services provided: Audience matrix; messaging; brand voice
Active International helps clients manage corporate trade assets (real estate, software, media purchases, equipment, etc.) to protect company bottom lines. But Active’s business was suffering. Its brand had become fragmented and unfocused. Outreach was spread across 25 audience segments and marketing was bogged down with jargon and details that did not connect to a larger value proposition.
Guided by a new positioning, “Achieve More in a what’s next economy”, my team created new audience, messaging and voice strategies to lift the brand out of the weeds, elevating Active’s unique pov and connecting it to a larger narrative.
How we did it
…
First, we distilled the 25 audience segments down to 3 personas, each of which was looking for a savvy financial trade partner to navigate disruption.
We then developed a rousing manifesto dedicated to each of them, illustrating Active’s unique ability to fulfill this role.
Second, we created messaging pillars that connected the dots between client needs (navigating risk), Active’s expertise (data/ insights), and end-benefit of working with Active (client agility and resilience).
Third, we developed a brand voice that leads with the big picture and stays grounded in client realities.
