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Growth Through the Mid Market
Financial Services
Case Background
Making a successful high-end product work for a mass market is less straightforward than it may seem. Our Client, a multinational financial services company with a diverse portfolio of offerings, including credit cards, charge cards, traveler’s cheques, and various other payment services, was facing this very challenge. Despite their consumer products' widespread recognition and success, the company sought a solution to create strong traction for these offerings within the mid-size B2B market. This task involved more than just rebranding; it required a deep understanding of the distinct needs and operational dynamics of mid-size businesses, which differ significantly from individual consumers.
Photo by Paul Felberbauer on Unsplash
While the challenge was clearly defined by our Client and framed in a sufficiently open way, our team recognized the high level of complexity inherent in the problem. To tackle this effectively, we focused on properly deconstructing the challenge into manageable components. This approach involved breaking the challenge into distinct pieces, allowing us to analyze each element independently. Our methodical deconstruction helped clarify the intricate aspects of the challenge. It enabled us to leverage focused insights and ideas learned from various fields, ensuring that novel solutions are both effective and adaptable. By disassociating these components from their immediate industry context, we were able to step back and look at the problem through a broader lens. This broader perspective enabled us to identify and draw parallels with similar challenges faced in other industries and domains. Through this industry-agnostic analysis, we discovered relevant precedents that offered key insights and innovative solutions. These insights were instrumental in forming a comprehensive understanding of the problem and guiding our strategic approach. Ultimately, this thorough and structured approach allowed us to address the Client's needs more precisely and deliver a robust, well-rounded solution.
Our Approach
Several breakthrough options were developed for our Client, revealing unconventional ways to leverage the substantial brand equity built by the company in the B2C market. Our innovative strategies aimed to activate a significant number of enterprise customers in an accelerated, efficient, and sustainable manner. This involved a deep analysis of the company's existing brand strength and its resonance with consumers, which we sought to extend into the enterprise segment without compromising the brand’s core consumer positioning.
Output
Growth Through the Mid Market
Financial Services
Case Background
Making a successful high-end product work for a mass market is less straightforward than it may seem. Our Client, a multinational financial services company with a diverse portfolio of offerings, including credit cards, charge cards, traveler’s cheques, and various other payment services, was facing this very challenge. Despite their consumer products' widespread recognition and success, the company sought a solution to create strong traction for these offerings within the mid-size B2B market. This task involved more than just rebranding; it required a deep understanding of the distinct needs and operational dynamics of mid-size businesses, which differ significantly from individual consumers.
While the challenge was clearly defined by our Client and framed in a sufficiently open way, our team recognized the high level of complexity inherent in the problem. To tackle this effectively, we focused on properly deconstructing the challenge into manageable components. This approach involved breaking the challenge into distinct pieces, allowing us to analyze each element independently. Our methodical deconstruction helped clarify the intricate aspects of the challenge. It enabled us to leverage focused insights and ideas learned from various fields, ensuring that novel solutions are both effective and adaptable. By disassociating these components from their immediate industry context, we were able to step back and look at the problem through a broader lens. This broader perspective enabled us to identify and draw parallels with similar challenges faced in other industries and domains. Through this industry-agnostic analysis, we discovered relevant precedents that offered key insights and innovative solutions. These insights were instrumental in forming a comprehensive understanding of the problem and guiding our strategic approach. Ultimately, this thorough and structured approach allowed us to address the Client's needs more precisely and deliver a robust, well-rounded solution.
Our Approach
Several breakthrough options were developed for our Client, revealing unconventional ways to leverage the substantial brand equity built by the company in the B2C market. Our innovative strategies aimed to activate a significant number of enterprise customers in an accelerated, efficient, and sustainable manner. This involved a deep analysis of the company's existing brand strength and its resonance with consumers, which we sought to extend into the enterprise segment without compromising the brand’s core consumer positioning.