Infusing purpose across an iconic brand

How do you help an established brand build deeper relationships with its customers?

By developing a clear brand purpose that resonates with customers and employees alike.

Services

Brand strategy
Communications frameworks to translate strategy into behaviors and messaging across departments
Leadership alignment

Opportunity

State Farm has historically relied on outbound marketing. But, the brand has been outspent by direct-to-consumer competitors and no longer can compete dollar for dollar in ads, Yet State Farm has something its DTC competitors don't have: a business model and product line up that helps support customers through relationship and for a lifetime.

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Solution

Northbound worked closely with leadership across the organization to codify a purpose that executives and the entire company can rally behind. We articulated a brand strategy in the form of a differentiated position, and created tools to embed it with teams throughout the organization.

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