The document discusses branding strategies for two case studies - Spalding and Eaton Vance. For Spalding, the strategy was to reposition it as the highest quality brand of authentic sporting goods equipment through a new brand vision and identity focused on respect for the game and equipment for superior performance. For Eaton Vance, the strategy was to expand their financial brand into an advisory institute that helps high-end advisors develop unique solutions and strategies for affluent clients through innovative programming.
15. Spalding: Around the Rim and In… New Identity True to the Game Aligns with new positioning Integrated with Spalding wordmark Contemporary Appeals to core consumer Memorable
20. The Challenge The value proposition resonates in a demographic once removed from the source. EVAI EV sales EV clients
21. Two Options EVAI EV sales EV clients Push EVAI EV sales EV clients Pull OR
22. The Promise EVAI Brand Strategy Statement The Eaton Vance Advisor Institute caters to the highest end of the advisor marketplace by helping them develop unique solutions and strategies for today’s affluent. We do so by offering a range of innovative programming designed to deepen the conversation, strengthen relationships and elevate the client experience.
23. “ The griffin is a mythical beast – a cross between a lion and an eagle. The lion represents strength, the eagle range. Combined they represent wisdom and fortitude.” Alexander Nisbet—attributed to Chassaneus, as translated from Latin 1722