case studies

Concentrex Branding

Concentrex Branding Light-download

A leading provider of software to financial services, CPI Proservices had seen its name recognition among key audiences shoot from 15 to 82 percent (thanks in no small part to YRG), when it set about to rebrand itself on the heels of several major acquisitions.

challenge
  • Research, rebrand, reposition and reintroduce the company on a fast track (in time for a share holders’meeting), and rebuild name recognition ASAP.
  • As borne out by research, new branding needed to reflect the company’s ability to give financial institutions instant visibility into their total business relationship with each customer.
  • When two major branding companies balked at the timeline,YRG picked up the gauntlet.
solution
  • The YRG account team conducted interviews of executives, staff, customers, editors and analysts over two intensive weeks of barnstorming and general brainstorming.
  • Brand name candidates, logos and key brand image elements were developed, presented, refined and approved within two more weeks. The winner: Concentrex.
  • Multi-media branding campaign with an engaging “perception/ reality” theme showed why and how to “get the picture – get the big picture” of each customer.
result
  • Three months after launch, an industry trade show poll indicated that 6 out of 10 target decision makers could correctly identify the Concentrex brand.
  • Break out the champagne: the company president toasted the program as one of the most polished and successful he’d ever seen.