CharonECA Benefiting Your Future Branding and Integrated Marketing Communications Challenge: Charon Planning, one of the nation’s leading providers of executive benefit programs recently acquired ECA Company, an executive compensation firm, so it could expand its services to Fortune 500 firms. CharonECA needed a new brand and position to reflect its growth and added services without diluting the strong brand awareness of either company. Solution: A comprehensive branding audit and several facilitations were conducted to assess the needs and direction of CharonECA’s branding initiatives. Ultimately an “endorsing” brand was chosen to create added credibility for the new firm without sacrificing existing brand equity. This endorsed identity was developed and executed in the following forms: new name, logo, and corporate identity system complete collateral program, representing market focus and divisional specialization announcements, press kits, and editorial coverage advertising web site development Result: Existing clients have accepted the new brand and have responded favorably to the added services, enabling CharonECA to effectively cross-sell additional services and add to its value proposition. Back to Financial Services Case Studies
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