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Threadneedle

Threadneedle

Threadneedle Asset Management case study

Inside Out

Couravel helped Threadneedle “live the brand”.  It designed and ran a programme to help Threadneedle employees understand a new brand proposition and translate it into actions across the investment, property, sales and administrative communities.

The issues

Threadneedle is an international asset manager offering a range of investment funds and hedge funds.  A brand review identified that it lacked differentiation in the marketplace, despite a track record of rigorous investment management.  The leadership team developed a strategy for growth and high performance, and a brand proposition presented as “Out-think. Out-perform” to external audiences.  We were asked to:

  • Develop the strategy and plan the execution of the brand positioning for the internal audiences
  • Demonstrate the impact and importance of a strong brand to all Threadneedle people (including outsourced staff)
  • Ensure these people understand the new brand idea prior to its launch to external customers and clients
  • Help them explore how their role is significant in differentiating the business, and what they need to do to support the new brand positioning
  • Translate the refreshed brand vision into specific team and personal action plans that can be delivered and measured
  • Win buy-in to adopting the behaviours and action required to deliver this support, creating “ambassadors” for the brand throughout Threadneedle


The approach

We identified a number of important target audiences whose needs varied.  These included the Executive board, the corporate leadership team (some 20 – 25 mostly senior line managers), the investment, marketing and administrative employees.  In designing our approach we:

  • Ensured the context for all discussions and planning were based on business priorities (not a separate or independent initiative; “sits at the heart of the business”)
  • Aligned with HR policies
  • Content focused on market forces, customer needs, values and behaviours, desired customer experience
  • Exploration focused on what this means for Threadneedle, for department and for me
  • Output fed into existing corporate, team and personal plans, not a separate brand strategy owned by marketing


The work involved:

  • An Executive Board positioning workshop, and follow up action planning with the Board at the end of the process??
  • For the corporate team, a series of planning sessions and individual briefing meetings
  • Structured brand workshops for all employees, co-facilitated with line managers
  • Individual action plans and proposed leadership plans fed back to Executives
  • A “town hall” meeting to signal progress and closure of Phase 1


Results

A large number of positive comments including:

  • “Real evidence of change through leadership behaviour” 
  • “More senior team visibility and interaction – real collaboration”
  • “Evidence of change through leadership