As our name suggests we are a branding, marketing and strategy consulting firm that focuses             on understanding t...
[ research ]             	   •	 Market	diligence	and	trend	analysis	             	   •	 Competitive	analysis	and	assessmen...
[ creative development ]             Our in-house team of designers and art directors thorough understanding of the afflue...
who we do it for
some of our thinking  [ select case studies ]
[ BRAND	HIERARCHY	AND	IDENTITY ]Paul	 Stuart	 has	 been	 providing	 men	 with	 distinctive,	 custom	 tailored	 clothing	 s...
Fall 2010            8                          9                 10                        11                Paul	Stuart	...
Phineas	Cole	Brochure
[	BRAND	EVOLUTION	VIA	ECOMMERCE	]	Point	One	Percent	partnered	with	jewelry	designer,	Ippolita,	to	create	ecommerce	design	...
shop jewelry | meet ippolita                             siGN iN | shoppiNG baG | coNsult stylist |             search    ...
shop jewelry | meet ippolita         shop jewelry | meet ippolita               my accouNt | wishlist | shoppiNG baG | coN...
shop jewelry | meet ippolita                          siGN iN | shoppiNG baG | coNsult stylist |              search      ...
[	BRAND	ExTENSION	&	APPLICATION	]	When	Rockefeller	Financial	recently	re-branded	itself,	the	updated	expression	was	not	ap...
Rockit: The Solution for Understanding Sizable Portfolios             P R e c i s i o n . R e P o Rt i n g . s e Rv i c e ...
[	BRAND	AWARENESS	AND	MARKET	PENETRATION	                     THROUGH	SOCIAL	MEDIA	]	Point	One	Percent	partnered	with	Puri...
[	LOCAL	POSITIONING	AND	POP-UP	MARKETING	]	Nau nau (pronounced “now”) is a clothing company based in Portland, Oregon comm...
Nau NYC PoP-uP Store targeted MarketiNg             Nau-er A is a 38 year old architect who lives in a loft            in ...
We’re excited to bring our great-looking, go-everywhere                                                                   ...
For us, sustainable fashion means timeless colors,                                                                    smar...
Nau	Fall	Fashion	Campaign
logo development
where we havebeen	recognized
P O I N T 	 O N E 	 P E R C E N T, 	 L LC 	 · 	 2 0 0 	 VA R I C K 	 S T R E E T 	 · 	 S U I T E 	 6 0 6 	 · 	 N E W 	 YO ...
Point One Percent Portfolio
Point One Percent Portfolio
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Point One Percent Portfolio

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Point One Percent is a branding, marketing and strategy consulting firm that focuses on understanding the wealthiest .1% of the population - how this consumer thinks, how they live, and how to reach them from a 360-degree approach.

For more information, please contact us at info@point-one-percent.com or 212-488-1701

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Point One Percent Portfolio

  1. 1. As our name suggests we are a branding, marketing and strategy consulting firm that focuses on understanding the wealthiest .1% of the population – how this consumer thinks, how they live, and how to reach them from a 360-degree approach. We then translate these insights to help companies enhance the perception of their brand towho we are be aspirational and held in the highest regard. While our clients all wish to communicate with affluent and coveted consumers, our solutions for our clients vary greatly depending on their goals; they include brand positioning and identity, brand reinvention, market and product expansion, growth initiatives and fundraising and specific marketing communication tactics. Our scope of expertise extends from research to planning and execution.
  2. 2. [ research ] • Market diligence and trend analysis • Competitive analysis and assessment • Qualitative research – our proprietary List of 100 allows us to gather rich insights directly from the individuals our clients are attempting to reach • Quantitative research [ strategy ] Using a combination of insights from the List of 100 and our in depth understanding of the luxury market Point One Percent delivers: • Succinct strategic platforms that act as a guiding principle what we do and strategic lens for all communications efforts • Business planning and growth strategy development • Product development and brand tiering • Sales channel expansion and optimization [ financial advisory ] Utilizing our extensive experience and network in the luxury goods industry we work with leading companies, private equity funds and financial advisors to provide: • Due diligence support for potential acquisitions • Identify and assess investment opportunities • Joint venture formation • Licensing agreements • Capital introduction
  3. 3. [ creative development ] Our in-house team of designers and art directors thorough understanding of the affluent consumer leads to thoughtful and compelling articulations of luxury including: • Brand identity Naming • Logo development • Color palette Font systems • Image style • Tone of voice • Overall aesthetic look and feel • print Advertising • Brochures • Direct Mail • Stationery • online E-commerce strategy • Website design and programming Online advertisingwhat we do • social media Facebook • Twitter • YouTube • Foursquare • Tumblr • experiential In-store and packaging • Customer loyalty programs Event marketing and sponsorships • Brand partnerships • animation Corporate videos • Mood videos • Television [ project management and execution ] Point One Percent has extensive experience fully implementing all of the above services. Each project is led by a dedicated and experienced project team to ensure that every detail is attended to, and that the highest level of quality is delivered on time and in budget.
  4. 4. who we do it for
  5. 5. some of our thinking [ select case studies ]
  6. 6. [ BRAND HIERARCHY AND IDENTITY ]Paul Stuart has been providing men with distinctive, custom tailored clothing since 1938. Paul Stuart recently developed Phineas Cole, a line of clothing that has the same sense of sophistication and style as Paul Stuart, but also has a whimsical and modern twist. The line is intended to target a slightly younger audience who is professional, successful in their ownright, but doesn’t take themselves too seriously.Paul Stuart approached Point One Percent to help define the relationship between the two brands, as well as develop a clear brand identity and creative articulation to position and raiseawareness of Phineas Cole in the marketplace. The campaign for Phineas Cole leveraged the idea that confidence has a style all its own.
  7. 7. Fall 2010 8 9 10 11 Paul Stuart Brochure
  8. 8. Phineas Cole Brochure
  9. 9. [ BRAND EVOLUTION VIA ECOMMERCE ] Point One Percent partnered with jewelry designer, Ippolita, to create ecommerce design and navigation delivering an evolved and meaningful articulation of the brand, one that wouldcapture the inspired and creative essence as well as the artisanal quality of the product.To begin, Point One Percent seeked to define the Ippolita brand and executed a comprehensive evaluation beginning with a brand immersion to understand the designer herself, product indetail and corporate culture; a target analysis to identify key constituent segments and developdemographic and psychographic profiles; qualitative interviews with affluent individuals tonote the pulse of the market and inform perceived differentiators; and a competitive audit,including secret shopping, to assess individual competitive strategies in the luxury jewelrycategory. Together, these collective tactics informed Point One Percent insights to devise anownable ‘wearable beauty’ brand positioning for Ippolita, and articulate marketing solutions that leveraged the brand sensibility, created feminine connection and resonated with high networth individuals.As an extension of this evolved brand expression, Point One Percent delivered an overalllook and feel (design, tone of voice, photographic style, content hierarchy, clear emotivecommunications), a brand book and re-launched the Ippolita website.
  10. 10. shop jewelry | meet ippolita siGN iN | shoppiNG baG | coNsult stylist | search Go shop jewelry | meet ippolita my accouNt | wishlist | shoppiNG baG | consult stylist | search Go consult an ippolita stylist ippolita stylists are available to help select the right piece for you, or to answer any of your questions regarding the jewelry. become aN ippolita iNsider | eVeNts | press | stores | customer care | 877 865 5500 m-F 9am-6pm est Via phoNe FiNd us oN ©2008-2010 ippolita ® all rights reser ved Give us a call at 800.XXX.XXXX m-F 9am-6pm est. Via email submit a question using the form below. First Name* last Name*Ippolita Website telephoNe email address* questioN* *required Fields submit become aN ippolita iNsider | eVeNts | press | stores | customer care | 877 865 5500 m-F 9am-6pm est FiNd us oN ©2008-2010 ippolita ® all rights reser ved
  11. 11. shop jewelry | meet ippolita shop jewelry | meet ippolita my accouNt | wishlist | shoppiNG baG | coNsult stylist | siGN iN | shoppiNG baG | coNsult stylist | search search Go Go g ol d | b a n g l e s • gemstone diamond plain | earriNGs | Necklaces | riNGs | charms product Name product Name product Name $XXX $XXX $XXX shop jewelry | meet ippolita my accouNt | wishlist | shoppiNG baG | coNsult stylist | search Go go ld | bangles • gemstone diamond plain | earriNGs | Necklaces | riNGs | charms maiN meNu product Name product Name product Name $XXX $XXX $XXX mother oF pearl octaGoN baNGle 1 2 3 View all a few spangled bangles make an evening, but with a wristful and you have an event. become aN ippolita iNsider | eVeNts | press | stores | customer care | 877 865 5500 m-F 9am-6pm est become aN ippolita iNsider | eVeNts | press | stores | customer care | 877 865 5500 undulating circles of hand-formed 18k gold sparkle with 129 pave diamonds each, a FiNd us oN FiNd us oN ©2008-2010 ippolita ® all rights reser ved ©2008-2010 ippolita ® all total of 1.5 carats. items sold separately; 8-1/4” circumference. $450 quaNtity: add to bagIppolita Website add to wishlist share zoom alterNate Views: receNtly Viewed: looks Good with: become aN ippolita iNsider | eVeNts | press | stores | customer care | 877 865 5500 m-F 9am-6pm est FiNd us oN ©2008-2010 ippolita ® all rights reser ved
  12. 12. shop jewelry | meet ippolita siGN iN | shoppiNG baG | coNsult stylist | search Go shop jewelry | meet ippolita my accouNt | wishlist | shoppiNG baG | coNsult stylist | search Go meet ippolita shop jewelry | meet ippolita my accouNt | wishlist | shoppiNG baG | coNsult stylist | search Go timeline back to Grid become aN ippolita iNsider | eVeNts | press | stores | customer care | 877 865 5500 m-F 9am-6pm est become aN ippolita iNsider | eVeNts | press | stores | customer care | 877 865 5500 m-F 9am-6pm est FiNd us oN ©2008-2010 ippolita ®® all rights reser ved FiNd us oN ©2008-2010 ippolita all rights reser ved 1967-1970 Rostagno family moves to the United States over a four year span, during which Ippolita picks upIppolita Website her eerily perfect American - English accent slide bar to view landmarks become aN ippolita iNsider | eVeNts | press | stores | customer care | 877 865 5500 m-F 9am-6pm est FiNd us oN ©2008-2010 ippolita ® all rights reser ved
  13. 13. [ BRAND ExTENSION & APPLICATION ] When Rockefeller Financial recently re-branded itself, the updated expression was not applied to Rockit, a Rockefeller Financial company offering a customized reporting and management platform for private wealth clients.Although Rockit’s ultra-affluent investor audience relies on a complex environment of multiple custodians, asset managers, brokers and bank accounts, their needs are fairly straightforward –complete, accurate and timely information about their portfolio; access to make informed andconfident decisions; and a trusted partner to help along the way.Following an immersion into the Rockit culture and business model, Point One Percent applied a combination of strategic, creative and project management resources to develop a uniquebrand personality, approachable tone of voice and distilled format to present Rockit’s precise technology and premier customer service solutions.Moreover, Point One Percent created a comprehensive collection of communications materials which incorporated the established Rockefeller Financial brand look and feel, while also allowing for individual expression. Final branded collateral touch points includeda capabilities kit, new brochure, Power Point template, fact sheet, website landing page andFlash product demonstration – all produced and delivered against an aggressive schedule intime for unveiling at an upcoming trade show.
  14. 14. Rockit: The Solution for Understanding Sizable Portfolios P R e c i s i o n . R e P o Rt i n g . s e Rv i c e . 3 About Rockit Wealthy families and the advisors who serve them on that data, so that they can see the portfolio data and services to other wealth holders and their face a new and daunting financial landscape. Not in the ways they need to make smart, confident advisors—clients who demand the same timely, only has the credit crisis redrawn the map of the decisions. And they need a trusted partner to help accurate reporting and exceptional personal financial services industry, other trends have made them along the way. service. Since then, Rockit continues Rockefeller understanding large portfolios even more difficult. Financial’s tradition of helping clients make Wealthy investors now have multiple custodians, Precision. Reporting. Service. That’s exactly why financial decisions by serving the following types asset managers, brokers and banks, and they have we built Rockit. of entities: significant exposures to illiquid and often opaque alternative investments. Ever-more-complex tax Back in 1998, after more than 100 years of • Single and Multifamily Offices codes have spawned byzantine account and experience managing the Rockefeller family office, • Registered Investment Advisors legal structures. And evolving, onerous regulatory the professionals at Rockefeller Financial knew • Private Chartered Trust Companies and reporting requirements tax the patience and that the existing wealth information systems in the • Endowments, Foundations and Other Nonprofits resources of even the most patient advisor. marketplace simply did not suffice. So we decided • Hedge Funds to develop our own, rather than settling for the • Other Financial Institutions Despite the complexities they face, the needs of lesser alternatives available. With that mission wealthy investors and their advisors are actually in mind, Rockit® Solutions was created and straightforward. They need complete and accurate launched in 2000. portfolio data. They need highly flexible reporting 15 In 2005, Rockefeller Financial made Rockit an independent business, offering its platform Service. Rockit BrochureRockit’s seRvice elements For all its sophistication, Rockit is not just a The teams are structured for the easy escalation technology solution. High-touch service and and resolution of issues. In total, approximately• A team-based approach with a single point of contact to promote consistency significant industry expertise are central to one-fifth of Rockit’s staff is in client-facing and accountability what we provide our clients. In fact, we have service roles.• In-person training on Rockit Command to help clients get the most from the system a deeply held philosophy when it comes to• Customized reporting no address specialized client information needs service: We view ourselves as extensions of• Detailed expense categorization and reporting to assist in cash-flow analysis, budget our clients’ offices and teams. Based on that preparation and tax-return preparation outlook, we take client service very seriously.• Partnership accounting and tax services for family limited partnerships and other privately pooled vehicles, when needed Each client is assigned a specific service• Trust accounting capabilities providing tools for trustees, tax and accounting and team who develops familiarity with the other professionals particular needs of that client and over time• High-touch implementation support to make the transition onto the Rockit platform can anticipate client needs. This single point as quick and seamless as possible of direct contact provides consistency and reliability for our clients. Client calls are not redirected to a call center where a client may reach a different representative each time.
  15. 15. [ BRAND AWARENESS AND MARKET PENETRATION THROUGH SOCIAL MEDIA ] Point One Percent partnered with Purity Vodka to develop a strategic positioning for the U.S., in order to raise brand awareness, generate excitement among consumers and increase sales in the New York area. Point One Percent created strategic positioning, brand partnerships and used acomprehensive social media program to support and broadcast marketing activities andinitiatives. To begin, a social media platform was developed to amplify marketing initiativesand reach Purity Vodka’s target audiences in a cost-effective manner. Through the use of targeted channels, including a corporate blogging program, Facebook page and Twitteraccount, Point One Percent successfully generated brand awareness; communicated thePurity Vodka story and its differentiators within the category; mobilized Purity’s fan base to seek out Purity Vodka both in retail and on-premise; and promoted events and activities. By creating an interactive platform for online users to ask questions, post comments, learn about the brand and vocalize their support, an 80% increase in Purity Vodka’s fan base was achieved on Facebook and daily commentary and interaction from users was observed.
  16. 16. [ LOCAL POSITIONING AND POP-UP MARKETING ] Nau nau (pronounced “now”) is a clothing company based in Portland, Oregon committedto creating eco-friendly apparel that is perfectly balanced between beauty, performance andsustainability. The companies unique approach has created an enthusiastic and loyal following,as well as a clearly differentiated offering in the marketplace. To expand upon the brand’sconcentrated retail outlet and online distribution, Nau developed a two-month Soho-based pop-up store.In order to create buzz around the brand and drive traffic to the pop-up store, Nau engaged Point One Percent to develop a marketing platform and specific tactics to reach the localNew York City market. The recommended marketing approach was a multi-pronged effort consisting of in-store events, PR, gorilla and targeted marketing, product placement, sponsorships and partnership opportunities.
  17. 17. Nau NYC PoP-uP Store targeted MarketiNg Nau-er A is a 38 year old architect who lives in a loft in Dumbo with his wife – a fashion designer and owner of a clothing brand. Nau-er B is an ambitious 28 year old who currently works at an advertising agency while also earning her graduate degree from the Fashion Institute of Technology. HERE NYC Nau-er C by day is a 31 year old Publicist at Warner Brothers and by night is hopping from industry events to premieres to after parties to Feist concerts, and looking dapper all the while. here nyc here nyc Nau Landlord Presentation
  18. 18. We’re excited to bring our great-looking, go-everywhere collection to New York City, but we want you to know that our passion goes beyond design. Each week from November 12 to December 31, our pop-up shop in SoHo will be full of events that reflect Nau’s brand philosophy of Beauty, Performance, Sustainability. Come in, check out our style and enjoy musical performances, art previews, fascinating speakers, product demos and the best in local cuisine. nau nyc event calendar november december 1 2 3 beauty event 4 5 public event 6 7 8 9 10 concierge event 11 12 public event 13 14 15 16 17 creative event 18 19 public event 20 21 22 23 24 25 26 27 28 private event 29 30 november follow nau nyc on facebook and twitter tuesday, dec 1 tuesday, dec 8 Private Event: Design and the City 7:00 – 10:00 pm, 69 Mercer Street Private Event: Runway Event A presentation of projects that enhance urban life brought to you 7:00 – 10:00 pm, 69 Mercer Street by GOOD and Mercy Corps. The Honey Brothers will perform live. Nau will be partnering with Elite Model Management to host an Beer, wine and food will be served. evening of runway fashion. Join us for a night of Nau fashion with models walking to a music mix spun by DJ M.O.S. Enjoy beverages Featured designers // Allan Chochinov, desigNYC, Karin Fong, and snacks from Medea Vodka, Wolffer Estate, Saranac Beer and Center for Urban Pedagogy, Mercy Corps, Nau popchips while shopping.Nau Event Calendar Nau Store / Event Photos
  19. 19. For us, sustainable fashion means timeless colors, smart design, eco-friendly materials and simple care. For you, it means style you’ll want to wear more than just one season. visit us at nau nyc 69 mercer street between spring & broome nov 12 – jan 4 www.nau.com/nyc 100% of the electricity used to manufacture this paper is offset by Green-e certified renewable energy certificates (REC’s) from non- polluting wind power projects. The recycled fiber (100% PCW) is process-chlorine free and Green Seal certified. so nau you know here nyc MIDTOWN private party at the nau nyc pop-up store in soho beer & wine // Saranac Beer & Wolffer Vineyard food // Pret A Manger live music // Har Mar Superstar tuesday, nov 17th 7–10 pm nau nyc 69 mercer street Nau Direct Mail Please RSVP to rsvp@nau.com Check out www.nau.com/nyc for more event details 10% of Nau merchandise purchases from the evening benefit Friends of the High Line. sustainability never had this much style.Nau Event Eblast
  20. 20. Nau Fall Fashion Campaign
  21. 21. logo development
  22. 22. where we havebeen recognized
  23. 23. P O I N T O N E P E R C E N T, L LC · 2 0 0 VA R I C K S T R E E T · S U I T E 6 0 6 · N E W YO R K C I T Y · 10 014 · T E L : 2 1 2- 4 8 8 -1701 · FA x : 2 1 2- 4 8 8 -1702
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