alliancebernstein: a case study corporate ......global fixed income product line. • inextricably...

ALLIANCEBERNSTEIN: A CASE STUDY CORPORATE REPOSITIONING BUILT ON A PRODUCT

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the gate aLLIaNCeBeRNSteIN: a CaSe StUDY

THE GATE’S DELIVERABLES

A brand positioning and integrated communications programthat would reburnish AllianceBernstein’s tarnished image.

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CONTEXT

AllianceBernstein’s brand and reputation were hit hard by the financial meltdown due to disappointing results in

its equities business.

New management was brought in to right the ship and to halt the exodus of its best people.

To rebuild reputation and credibility, a new positioningwas needed. But since the memory of AB’s disappointing

equities recommendations was still present in clients’minds, AB’s Fixed Income business was chosen to lead

the repositioning of the corporate brand.

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ALLIANCEBERNSTIEN OBJECTIVES

• Position AllianceBernstein Fixed Income to give perfect customers reason to choose AllianceBernstein over bigger and more established competitors.

• Build the reputation and credibility of AllianceBernstein’s global Fixed Income product line.

• Inextricably link the Fixed Income asset class to AllianceBernstein.

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A NIMBLE APPROACH

We did not have the luxury of time: We needed to be in market in 90 days.

Within days of winning the business, we conducted 12 one-on-one interviews with senior sales and product development people in search of points of difference.

Concurrently, we conducted 15 :30 one-on-one interviews with clients and advisors in search of their

understanding/knowledge of and feelings towards Fixed Income.

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INSIGHT

Sovereign Fixed Income, the majority of AB’s business, is seen as a complex and multifaceted unknown.

Investors and even their advisors don’t have a confident understanding of this highly complex investment product.

Understandably, those individuals who develop these products

are seen as some of the smartest people in the room.

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Code BreakersAllianceBernstein breaks the code

of global Fixed Income investments.POSITIONING

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Internally:Flattered demoralized employees. Who wouldn’t

want to be seen as or work for a firm of Code Breakers?

Externally:Built confidence among advisors and clients that

AllianceBernstein understood and could decode the complex but lucrative world of Fixed Income for them.

CODE BREAKERS WORKS ON TWO LEVELS

CREATIVE 9

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ALLIANCEBERNSTEIN: A CASE STUDY

PRINT AD: “HOUDINI”

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PRINT AD: “CAESAR”

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PRINT AD: “SOS”

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PRINT AD: “POE”

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INTERNAL LAUNCH PIECE

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MANAGING THE CUSTOMER JOURNEY

IDENTIFY PERFECT CUSTOMERS

COMMUNICATION OBJECTIVES

PRIMARY TOOLS

Suspect

AwarenessBuild Name,Brand, Productand Category

Customer Reps, Social Media, Brand Experience

Sales Collateral, Apps

SEO/SEM, Events,

Webinars, Product Support, Analytics

Website, High- Value

Content, Video, Tactical

and Issues- Directed Efforts

Targeted Mass Media

PurchaseClose Sale

Reaffrm PurchaseUp/Cross Sell

InvestigateOptionsCapture Leads

InformationSearchEducate

Prospect Buyer Customer QualifiedLead

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RESULTS

Sales Up

• AB’s Fixed Income Sales in 2012 were up over 60% versus 2011.

Efficient Media

• 34MM impressions which allowed us to reach over 13.5MM unique users and drive 43,100+ clicks to our custom landing page.

• With digital budget of $1MM, we reached each unique user at a cost of only $0.07 per user.

Engaged Advisors

• CTR came in at 0.13%, which is more than double the financial services industry average of 0.06%.

• Key US regions of influence represented over 52% of unique visitors.

Ready to Purchase

• Topped competitive list in purchase intent with 16%*.

• Generated 300% lift in purchase intent among those who recalled the ad*.

*Source: Captivate Office Pulse, June 2013 Survey

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CONTACT

Beau FraserPresident

The Gate | New York

212 508-3450

[email protected]

ALLIANCEBERNSTEIN: A CASE STUDY CORPORATE REPOSITIONING BUILT ON A PRODUCT

alliancebernstein: a case study corporate ......global fixed income product line. • inextricably...

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