Case Study

Creating brand equity by going above and beyond

City of London Group

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Background & Challenge

As the parent of a group of businesses focused on delivering alternative financial support to SMEs, the City of London Group provides commercial property loans, debt finance, equity release and a range of financial services to the smaller businesses, retailers and the business deposits market.

Following a review of the future aspirations of the Group and its subsidiaries, it was decided to refocus the brand and support the strategic direction of the parent and accommodate the future launch of a challenger bank.

To achieve the desired positioning, a strategic marketing plan was integrated into the regulated business plan, with delivery through professional marketing support, the creation of a new brand/subsidiary brands and the confidence generated by expert financial PR.

A number of London-based organisations were approached, but none was felt to have the right “fit”. Despite a geographical remoteness, Konductor was contacted after a recommendation and provided a tightly costed “well-received” response to the brief within 48 hours.

City of London Group Logo

Our Approach & Delivery

  • We “got it” – our ability to assimilate the needs of the organisation right from the start, and convert the insight gained into business understanding, enabled us to deliver effective and relevant main and subsidiary brand development and rollout.
  • We were “hungry” – we contributed to internal thought processes, producing creative options, devising names and sharing creative thought processes behind brand evolution.
  • We “earned our stripes” – working with Konductor generated such confidence in its depth and range of abilities, that the Group’s management decided to extend the original marketing and branding remit by adding the financial PR requirement.
  • We “went the extra mile” – not only by delivering above and beyond what was requested, we also supported the cultural development required for the banking licence application, and mentored a key member of the management team.

Our Legacy

“Feedback on the new branding treatments has been very positive… Konductor’s work has been of real quality.

“The individuals with whom I have been involved have been easy to work with, showing versatility, experience and great strength in their understanding of branding and design.”

Benjamin Peters, Director of Growth and Investor Relations.

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