Archives for March 2014

post

Reputation and Brand Management

Situation

Faced with fierce competition from traditional rivals, as well as discount brokerage firms like Charles Schwab & Co., Paine Webber Group Inc. sought to reinforce the vital role of sound investment advice for wealthy individuals — the cornerstone of its business strategy and operating model.

Strategy

  • Articulate the value of working with financial professionals and employing a consultative investing process to achieve financial goals.
  • Promote the concept of “personal CFOs” to demonstrate how PaineWebber advisors work with clients to develop customized solutions based on their individual needs and goals, rather than specializing in sales of specific products and services.
  • Conduct ongoing opportunistic media relations to reinforce the advantages of PaineWebber’s strategic focus on delivering financial advice and related services to high net worth and affluent individuals through highly trained investment professionals.

Results

PaineWebber’s “personal CFO” approach was featured widely in The Wall Street Journal, Dow Jones News Service and other national, regional and trade media publications.

Targeted media coverage in the Houston Business Journal and other regional publications supported market-specific recruiting efforts to hire non-traditional candidates, such as attorneys, accountants, teachers and other professionals who cultivate deep trust-based relationships, and train them as financial advisors.

This reputation and brand management public relations program also generated prominent coverage of Paine Webber Group Inc. and its various businesses in national, regional and financial industry media, including Fortune magazine, The Wall Street Journal, the Bond Buyer, Wall Street & Technology (web archive and PDF) and other national publications.

quote

Reputation: The beliefs or opinions that are generally held about someone or something; A widespread belief that someone or something has a particular habit or characteristic.

trust