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Prominent Private Bank: New Product Offering

Posted in: Brand Positioning & Development, Financial Services

Prominent Private Bank: New Product Offering

Challenge: Plan-it worked with a prominent private bank and its ad agency to understand the optimal positioning for a new financial product targeted at high-net-worth investors.

Objective: Alternative messaging directions, verbiage and images were explored to understand which positioning direction most effectively generated interest in the new product, and how to best convey the message.

Solution: In-person, in-depth interviews were conducted across the country among high-net-worth and ultra-high-net-worth investors and personal advisors.

Result: Plan-it made recommendations for a positioning direction and critical support messages, ultimately to achieve a successful product launch and ensure current clients were enthusiastic about the new concept. The new product has proven to be extremely successful with the target.