Portfolio
CharonECA:
Benefiting Your Future
Branding, Integrated Marketing Communications
CHALLENGE:
Charon Planning, one of the nation’s leading providers of executive
benefit programs recently acquired ECA Company, an executive compensation
firm, so it could expand its services to Fortune 500 firms. CharonECA
needed a new brand and position to reflect its growth and added services
without diluting the strong brand awareness of either company.
SOLUTION:
A comprehensive branding audit and several facilitations were conducted
to assess the needs and direction of CharonECA’s branding initiatives.
Ultimately an “endorsing” brand was chosen to create added credibility
for the new firm without sacrificing existing brand equity. This endorsed
identity was developed and executed in the following forms:
- new name, logo, and corporate identity system
- complete collateral program, representing market focus and divisional specialization
- announcements, press kits, and editorial coverage
- advertising
- web site development
RESULT:
Existing clients have accepted the new brand and have responded favorably
to the added services, enabling CharonECA to effectively cross-sell additional
services and add to its value proposition.
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