Be true to yourself. Especially when it comes to positioning. Actually, one could make the argument that positioning IS the process of being true to yourself — and sticking to it! That’s why they came to America’s #1 Positioning Ad Agency, Innis Maggiore.
Planned Financial Services has been a successful independent wealth advisory firm for 30 years, but it seemed their name and brand didn’t reflect their true nature and what set them apart from others providing the same service.
From the beginning back in 1994, they talked with clients about his Return on Life® holistic philosophy, that wealth is not the only determinant of happiness. It reflects all aspects of personal fulfillment in life — family, friends, health, and well-being.
It became obvious that if the difference that best defined the company and its people was about the Return on Life philosophy, that Return on Life made the most sense to become the new name. And thus Return on Life® Wealth Partners was born!
After the name change, we wanted to create a theme that symbolized how Return on Life Wealth Partners focuses on what matters to clients/prospects beyond money. We expressed this contrast against all others by repositioning the competition as “ordinary” with the lines:
They look at your MONEY.
We look at your LIFE.
The creative execution continued with logo development, brand identity and brand guide, TV spot, print advertising, collateral and event signage, social media, photography of the team, email and presentation formatting, and email marketing. All program elements led to a landing page made to bring the concept of Return on Life to life. The new site was developed using the Silverstripe Component Module, allowing pages to be built with drag-and-drop components. The new website has brought a good deal of attention to the client, in addition to drawing a clear contrast against the competition.
Additional Credits:
Justin Allen
Scott Edwards
Patrick Snyder
