Case Studies

Case Study #4: Rebranding and Repositioning


Andy was hired by a veteran of the insurance business who was starting a new company and wished to change his focus to offering a wider range of financial services products. The client had to both rebrand himself and his firm as well as reorient himself from a product salesperson to a consultative salesperson.

Action steps:

  • Andy conducted extensive interviews with the client to help him identify the most appropriate niche for his new wealth management business. A proprietary questionnaire was developed to assist client in the process.
  • This led to the creation of his Mission Statement, Value Proposition and Tag Line.
  • A designer was brought in to develop the “look

“We hired Andy to assist us in rebranding ourselves and developing a marketing strategy. The engagement included creating a new brand identity and identifying our unique and distinguishing characteristics. He also rewrote our website and marketing materials to reflect our new direction. Throughout the engagement, he was always available, completed assignments on a timely basis and was willing to go the extra mile for us. I can honestly say that he exceeded my expectations, which is a hard thing to do."

- Mark A. Chandik, Principal of FDP Wealth Management