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International Brand Management

The Challenge

A Fortune 500 financial services firm, with 150 year-old brand faced an array of regulatory and public image challenges in the US and Mexico that threatened its brand equity and market position. With its ability to communicate initially restrained by threats in the legal arena, the company needed an innovative, integrated strategy to address the challenges and adapt to the rapidly changing business environment.

The Approach

  1. ViaNovo worked directly with the firm's top executives to develop and execute on a bi-national strategy to address the significant regulatory and public issues that were affecting the company.
  2. In Mexico, our team advised company executives on government, community and media affairs. We provided valuable insight into Mexican government actions and processes and assisted the company in establishing contact and building relationships with high-level government officials, community leaders, state officials and media representatives.
  3. ViaNovo also participated in the development of the firm's strategic plans for Mexico and we carried out tactical elements of those plans.
  4. Our team assisted the company with various US-based activities related to their Mexico business. We conceived and helped launch new initiatives to improve the company's image with its Mexican and Mexican-American customers. Examples of the work ViaNovo performed include: identifying not-for-profit organizations and community activities for support; conducting research to benchmark and assess the company's image with target audiences; creating issue-driven initiatives; undertaking positioning activities with third-party advocacy and policy groups; and developing and executing on positioning strategies to reach target audiences and key markets.

The Outcome

Company executives attribute improvement in brand position and company image in the US and in Mexico to our integrated public affairs strategy. The bi-national program, the first of its kind undertaken by the company, has led to increased sales and a stronger market position and has helped highlight for customers and policy makers the firm's values and commitment to the communities it serves.