THE CHALLENGE

An influential insurance, tax and advisory firm aimed to distinguish itself as a next-generation service provider. The firm needed to diagnose its current brand equity and explore potential positioning in Japan to grow in a crowded market.

THEAPPROACH

The study engaged CFOs and CEOs of various businesses responsible of service purchasing decisions. The interviews focused on career design, health and health management and revealed tensions around facing the unknown in an era where life expectancy and years working have significantly extended. We also interviewed industry insiders and employees to gain insights on the perceptions of the firm’s qualities and their position in the market.

THEOUTCOME

The study highlighted the firm’s distinct strengths and helped develop a compelling brand message that resonated with the decision-makers. Armed with these insights, the firm was able to build a clear and strong positioning strategy to match their ambitious growth trajectory.

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