Standard & Poor’s
Challenge: Given concern over falling ratings and impaired business reputation after the market downfall of 2008-2009, S&P was concerned about the spillover impact on its indices business.
Objective: Plan-it worked with the S&P Indices Group and its agency to understand the impact of the ratings business on the indices business and to help develop an optimal brand platform for communications moving forward to insure a continued strong reputation.
Solution: Plan-it conducted a series of in-depth telephone interviews (Quasi-Quantitative/Qualitative approach) with four key client targets to understand the brand from a range of perspectives, including internal stakeholders and key external audiences (Asset Managers, Institutional, Investment Bankers, Consultants) from across North America, Europe and Asia. Key objectives included understanding S&P Indices’ core values, brand strength in the U.S. market vs. international markets, indices that help define the brand, opportunities in new markets/indices, perceived key competitors in the U.S. vs. globally, and how to best compete.
Result: Plan-it worked with S&P Indices and its agency to develop a brand positioning platform for future communications and made a range of strategic recommendations for expanding the brand’s reputation beyond U.S. indices (e.g., S&P 500).