Build value from an advisor’s perspective
The right positioning and creative strategy helped Janus turn advisors from critics to fans of its value-added program.
Situation
What if you build it and they don’t come?
To expand its share among advisors, Janus invested in a unique curriculum of scientific, research-based educational programs. Introduced under the brand name, JanusLabs, the value-add program did not initially resonate well with advisors.
Solution
Positioning the program from the advisor’s perspective.
Carpenter Group uncovered that advisors viewed the program as focusing too heavily on scientific theory rather than on meeting business needs. To solve these problems, we developed an overarching strategy that connected the research-backed foundation of the program – THINK – to what advisors want most – RESULTS. A new visual identity was also created to support this strategy and applied to both print and online communications.
