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Strategy Review
// We began by reviewing the MIX strategy and organization
to ensure an effective and actionable branding program.
It was critical to define the organization's mission,
and to formulate the core messages that would differentiate
it from the numerous players in the industry.
In partnership with the MIX management team, we defined
a brand platform based on the promise of advancing the
microfinance industry through information excellence,
industry collaboration, and technological sophistication.
After segmenting their audience, we recommended shifting
from a product-centric to a customer-centric marketing
strategy. |
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Brand Development //
The strategy phase led to a clear brand architecture with
"MIX" as the communicative name, and new identity
guidelines with a consistent "product family"
look. To underscore the ideas of transparency and fluidity,
we developed descriptive taglines such as "Information
Flows".
Brand Implementation // Based on the new guidelines,
we redesigned their corporate and products web sites and
produced marketing communication materials geared towards
each specific audience. We also provided training to manage
the brand internally, and localized the web sites in Spanish
and French. |
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