AXA Rosenberg – finding the soul in the machine
AXA Rosenberg approached The Gate because they felt a disconnect between the company and their communications, and wanted a new identity, one that was a reflection of who they were.
Through our Brand Illumination process we helped AXA Rosenberg to unearth the personality at the heart of their company. A belief in the power of information and technology to deliver consistent, repeatable performance unites everyone who works at AXA Rosenberg and it was this philosophy that we wanted to build the brand upon. Coupled with the key insight that institutional investors (AXA Rosenberg's clients) value consistency above anything else, we had a clear brand positioning.
'Hardwired to outperform' faithfully reflects AXA Rosenberg's scientific approach to fund management, and sets them apart from the competition. Brand Illumination discovered the soul within the machine, giving the company a brand they can unite behind.
- Elemental Truth:
- AXA Rosenberg believe that technology will deliver the most consistent out-performance
- Insight:
- Institutional investors are attracted by consistency and want reassurance that performance is repeatable
- Brand idea:
- Hardwired to outperform