ISS MI
Driving Intelligent Growth
in a Saturated Market
ISS Market Intelligence was created via a series of acquisitions over the course of a couple of years. These companies complemented each other but were not aligned to deliver results their customers wanted and the growth ISS MI knew it should achieve.
The financial services industry has seen tremendous change in the past several years. Competitive forces like robo-advisors, fee contraction, and the rise of discount brokers now make data-informed decisions a requirement. The category is characterized as being ‘marketing stale’, with several incumbents coasting on their name and past wins.
Product Rationalization
Reimagining a House of Brands
The financial services industry has seen tremendous change in the past several years. Competitive forces like robo-advisors, fee contraction, and the rise of discount brokers now make data-informed decisions a requirement. The category is characterized as being ‘marketing stale’, with several incumbents coasting on their name and past wins.
ISS MI worked with us to bring a fresh and bold perspective on this stale category and figure out how to make all of their brands fit together.
A critical aspect of this assignment was to rationalize all of the products into a product matrix that would let customers and the internal teams know how to talk about them. The product rationalization of these 12 products into 4 then drove the reimagining of the website as well as setting the new messaging and positioning along with the voice and tone.
The MarketX brand system allows sales to sell solutions instead of point products.
Website Redesign
Modernizing the Experience
The new brand style was applied to the redesigned and reorganized website, and demonstrates how the overall strategy translated into a modern look that is not only functional but also gives the team a better way to talk about how they deliver intelligent growth for their customers.
