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Brookfield


The leader in real assets makes a meaningful leap forward through a fresh product positioning, launch campaign and educational website that energized its brand.

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Brookfield


The leader in real assets makes a meaningful leap forward through a fresh product positioning, launch campaign and educational website that energized its brand.

challenge

Modest by nature, a legendary real assets company needed to take a bold step to launch its new strategy.  

Opportunity

Create product positioning, content and design that use the firm’s leadership, and carefully balance education with product promotion. 

exponent

Campaign creative elevated Brookfield’s brand and claimed a space for its product. Brookfield was inspired by the campaign to refresh its brand.

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The Challenge


The Challenge


The Challenge

Brookfield is the leader in the real assets category, but its culture of modesty made it hesitate to self-promote, so few outside the category one knew it. For the first time, it wanted to take a marketing leap and put meaningful effort into the launch of its new Diversified Real Assets Strategy — a strategy that provides access across real assets categories in a single investment. 

The product launch would require building the case for real assets, educating institutional investors and advisors about the case for a diversified approach, and promoting the strategy itself — all while leveraging its leadership, expertise and credibility.

The Opportunity


The Opportunity


The Opportunity

While many competitors focused on their asset allocation capabilities rather than their knowledge of Real Assets, Brookfield had the opportunity to distinguish itself by promoting its unique owner/operator business model, which serves as the basis for its category insights and conviction.

A pioneer in real-asset-based alternative investments, we positioned them as “the first name in Real assets.” We infused campaign content with facts and compelling data, and used a fresh, sophisticated, contemporary visual approach. 

The Exponent


The Exponent


The Exponent

The campaign website and accompanying sales collateral educated audiences on the types and benefits of real assets, touted the advantages of a diversified approach to the asset class, promoted the strategy, and lifted Brookfield’s corporate brand image. Brookfield was inspired by the campaign creative, and decided to carry over the feeling and flavor to its other materials and digital properties.


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