Dollar Bank needed a new strategy to keep their brand relevant to the next generation of banking customers. We led an intensive brand planning process to define who the bank is, who its brand should be built for, and how to appeal to this audience.

We conducted internal stakeholder engagement followed by customer and prospective customer studies, using data, segmentation, qualitative, and quantitative research.

The insights we uncovered showed how the bank should focus its messaging on the needs of its new target customers, rather than on telling the bank’s own story. This shift was a major change for the legacy brand.

Our strategists then guided Dollar Bank through brand positioning, creative concepting, selection, validation, and execution of the creative approach for the rebranding.

A nearly-billion-dollar manufacturer formed from the merger of several companies in the steel and manufacturing industry, needed to understand the value of its legacy brands and develop and develop a strategy for moving forward.

We conducted a series of research engagements to deeply understand the landscape. This included stakeholder interviews, analysis of customer data, in-depth interviews with key customers and prospects, and a quantitative telephone survey with customers.

Our strategists charted a path forward that built on the legacy brand with the greatest equity, rather than investing in a new umbrella brand. We then helped select agency partners and ensure the research insights were translated seamlessly into creative execution.

Pittsburgh’s public transportation provider commissioned Campos to assess its brand and develop a new strategy as the starting point for a major rebranding effort.

This process involved multiple research methodologies: discovery sessions with stakeholders across the organization, extensive secondary research on innovations and best practices in the category, data analysis and customer segmentation, focus groups with key segments, a market survey on brand perceptions and drivers of public transit use, and brand workshops with Port Authority’s marketing team and creative agency.

Synthesizing the data and insight garnered from all stages of this research process, Campos developed a detailed brand strategy for Port Authority to follow going forward, including a recommended positioning statement, values, and desired image for the brand.