Most financial services brands talk big about customer-focus; some of them even mean it. But making it actually happen inside a business – among tens of thousands of employees across nine countries – is a serious challenge.
The word rebranding takes on a different dimension if it is wrapped in a merger of finance companies across 30 countries. Making it happen at this €500 bn AUM asset management firm, presented major challenges from regulators, customers and employees.
Futurelab was brought in to manage all three aspects of an urgent, mission-critical change programme.