Revealing data and recommendations that contradict the client’s beliefs can have interesting consequences. For CSE, the timing spurred due diligence at a corporate level and initiated change throughout the organization. A recast business strategy laid the foundation for brand strategy.
Carpenter Group proposed brand architecture and nomenclature as well as messaging to support CSE’s go-to-market segmentation schema. Ultimately, it delivered CSE’s new identity and marketing platform. Consumer surveys validated the choice of “Good policy people” as the firm’s positioning, a fresh reality-based visual style and “We love your stuff” as the company tagline—all of which expressed the caring nature of CSE’s culture.