Research Means Business.
There is a right way to conduct research to grow your market share and a wrong way. Unless you are asking the right questions, your research will fail.
Go Beyond Theory to Steal Share.
You must go beyond theory and identify the emotional drivers of your target audience and use tough-minded strategies and positioning to steal market share from the competition.
The Process Does Count.
Stealing Share has developed a unique process unlike any other brand company in the world that is designed with a single purpose, to steal market share.
Browse all Case Studies
Sovereign Bank Case Study - Brand Development in the Banking IndustrySovereign Bank is a $58 billion dollar financial institution with more than 650 community banking offices, over 1,000 ATMs and approximately 10,000 team members, with principal markets in the Northeast United States. Sovereign offers a broad array of financial services and products including retail banking, business and corporate banking, cash management, capital markets, trust and wealth management and insurance. Sovereign is the 19th largest banking institution in the United States. They compete with Wachovia, Bank of America, First Trust, PNB, Chase/Bank One and others.
The Year was 1988. The competitors spent more on television production then Sovereign had in its entire advertising budget. Our behavior modeling identified some important trends and beliefs that needed to be verified in the market research. One of these beliefs would ultimately change the face of the Sovereign brand, and its influence can still be felt today. The right questions were asked, and the research was most revealing. It appeared that the single greatest belief held by both prospective customers and current customers expressed a desire to succeed and to associate with other successful people. All the other attributes like “Free Checking,” “Competitive Rates” and more ATMs merely parroted category benefits. As a result, the three TV spots Sovereign Bank produced emphasized success and succeeding. The same theme can be seen in the bank’s marketing and advertising today. Sovereign’s growth in both deposits and awareness has been nothing short of amazing. From a small Thrift with an HQ in Reading, PA, to a major financial player, Sovereign has never lost sight of their brand equity and their customers’ desire to succeed.
Today Sovereign is the 19th largest banking institution in the United States. See the campaign spots below:
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