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"We have worked with AspireUp for a few years and have made significant advances in our market strategy. The team at AspireUp are overall top marketers. They have a real expertise in both financial services as well as a strong knowledge base in healthcare."

Allison Farey

Wells Fargo Practice Finance

Wells Fargo

Wells Fargo is the 3rd largest bank in the U.S. and consistently among the world's most stable and profitable financial institutions

The Challenge

  • Wells Fargo has grown successfully through acquisition, most notably with the purchases of both Wachovia and Matsco
  • Wells Fargo Practice Finance is a leading specialty finance company that focuses on healthcare. While historically successful in its market space, the company faced with a two-fold challenge: 1) it needed to strengthen its brand in order to increase penetration in a consolidating heathcare market, 2) with the acquisition by Wells Fargo, it needed a branding strategy that would be consistent with that of its corporate parent
  • A significant downturn in the economy and banking sector made it especially critical to focus marketing efforts on activities that would be most efficient and most likely to generate results

The Results

  • Two waves of consumer research were conducted both qualitative and quantitative so as to deeply understand customer needs and to clarify the bank's source of competitive advantage
  • Based on the research and strategy work, AspireUp developed a full branding strategy which included four key components:
    • Hierarchy of brand benefits and key messages
    • Brand positioning strategy
    • Branch architecture and naming approach
    • Implementation plan focused on marketing communications, new product development, and the service experience
  • Based on its strategy work, the bank has further strengthened its management practices and brand messaging to increase differentiation. It also acquired General Electric's healthcare practice financing business and is now moving into new market segments.
  • Following completion of the rebranding, AspireUp facilitated the development of a new 3-year strategic plan for the business unit.