Prophet

CASE STUDY

Bank of East Asia

Creating a bold statement in retail banking

Challenge

Bank of East Asia (BEA) is the largest independent local bank in Hong Kong with a large retail branch network. In light of new competition, BEA hoped to extend its reach to customers and enhance its retail visibility. Prophet worked with BEA to create a coherent and impactful brand communication system to help the bank stand out across all channels.

Solutions

The new look is based on a band of five colored “light rays” symbolizing the five core values of the bank. It is designed to project a forward-looking image, making a bolder statement on a street level. As part of the branding campaign, a new tagline “Enriching your world” and four secondary messages have been developed.

Together, they communicate BEA’s commitment to helping customers improve their lives and achieve their goals through the provision of quality banking and financial services. BEA launched its new image through a high-profile advertising campaign including print, bus advertisements, outdoor billboards in the Central, TST, Hong Kong MTR Station, TST Piers and online advertisements.

Prophet ensured consistent delivery throughout the process, from concept to execution, as a long-term partner dedicated to elevating the brand to the next level.

Results

The end result is a dynamic visual and verbal communication approach that brings the brand to life, and significantly differentiates BEA from its competitors in retail environment, enhances the brand visibility and favorability.

Overall, the customers feel very positive about the change, more than 80% of customers reckon that the new look has enhanced the BEA brand image, and the majority of current customers are willing to recommend BEA to others.

Interested in learning more about how Prophet helps companies develop unique brand strategies, create engaging customer experiences and drive business growth? Explore our collection of case studies.

CASE STUDY

MET-Rx

Creating an aspirational brand in a functional category

Challenge

30 years ago, MET-Rx invented protein powder. But, as competitors caught up, MET-Rx didn’t continue as innovators of the category. Over time, the brand lost its relevance and limited its growth by focusing on the culture of professional body-building. So, Met-Rx partnered with Prophet to revitalize its messaging strategy in order to take back the category it created and regain relevance in mainstream culture.

Solutions

We designed a research strategy to better understand the MET-Rx customer—who they are, what matters to them and what they’re looking for. We engaged them in intimate co-creation focus groups and mobile shop-alongs to get ideas for how MET-Rx could begin to speak to them. Then, leveraging the strengths of our business in strategy, marketing and design, Prophet developed various brand messaging platforms and tested them in qualitative sessions with consumers and stakeholders alike. The rich feedback, suggestions and insight we gleaned from the testing sessions gave us specific direction so we could create the final brand idea.

Results

Since launching its new messaging strategy, Met-Rx has revitalized its brand by comprehensively rolling out the Prophet-created “You Can’t Fake Strong” brand idea. This new direction includes a new website, logo refresh, brand line, brand story, updated product packaging and partnerships.

Prophet was also engaged to help create a name and key messaging for their latest product innovation which reinforces the brand idea. With their new direction, Met-Rx has developed a clear path forward for both innovation and communications. With the strategic partnership of Tough Mudder, MET-Rx is living the “You Can’t Fake Strong” brand and quickly regaining relevance with mainstream athletes.

CASE STUDY

Optum

Uniting employees around a new brand strategy

Challenge

UnitedHealth Group offered a portfolio of business services unmatched in breadth and depth in the healthcare industry. However, its businesses had traditionally acted independently of one another and employees were focused on their business units, limiting the group’s ability to engage clients more comprehensively. To address this, Prophet aided in the creation of a unifying brand that translated the new vision into a new to the world business and brand.

Solutions

Prophet brought together three distinct businesses under a new logo, visual system and employee engagement strategy to guide the customer experience and communicate what the new company could deliver to the market. To deliver on this new promise, the company needed to make sure that the employees understood the new brand strategy and could begin delivering on this promise and experience. A strategic launch process brought the new brand to life and captured the hearts of necessary stakeholders in order to establish the brand from the inside out.

Results

The new brand, known as Optum, organized 500+ products, solutions and services under a single brand with the promise to make the health system work better for everyone. With Prophet’s help, UnitedHealth Group launched a dynamic $30-billion dollar brand in less than 6 months.

CASE STUDY

Friesland Campina

Doubling revenues for a beverage company across international markets

Challenge

Royal Friesland Campina was looking to profitably double revenues from its dairy-based beverage division by 2020 and become the world’s leading naturally healthy beverage company. The company faced tough competition due to increasing commoditization across the industry and needed an effective brand-led strategy to break through the category and command higher margins.

Solutions

We conducted a comprehensive market assessment across seven Southeast Asian, MENA and African markets, including Indonesia, Vietnam, Malaysia, Thailand, Saudi Arabia, Dubai/UAE, Nigeria, and developed a segmentation based on consumer needs, product consumption habits, and brand perceptions. Based on executive interviews and beverage category consumption data, Prophet provided strategic recommendations to realign RFC’s brand portfolio and rationalized it to focus on fewer, stronger, core brands.

In addition, based on consumer need states research and beverage consumption data, Prophet identified several growth opportunities for RFC’s Dairy Based Beverages business. Twenty opportunities were distilled down to eleven highly attractive ones. These prioritized innovation platforms were brought to life by defining the opportunity’s points of consumption.

Results

The client accepted and applauded both the portfolio and dairy-based beverages growth strategy recommendations. Prophet was selected to lead a global multi-city road show to gain internal stakeholder buy-in for the implementation of both recommended strategies.

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