The largest division of Prudential Financial determined that a new brand positioning and corporate identity would clear the way for continued success. Prudential Capital Group (PCG) has been the leader in private capital for more than 60 years, managing over $31 billion in private, fixed-income securities for numerous public and private companies. The perception and image did not reflect their position as the market leader.
Positioning: Working with Prudential management, White Horn Group analyzed the competitive landscape, current marketing practices, customers and key areas for future growth. This process delivered some striking conclusions that created consensus for clarification and development. The new brand positioning was determined with three key pillars: relationships, capital, and consistency.
Design System: Building on these pillars, we helped separate PCG’s visual identity from that of the Prudential consumer brand and provide the proper personality for its business and audience. As part of this we made sure that the strengths inherent in the Prudential brand were retained while establishing a distinct identity from the competition.
Implementation: Once the visual identity was in place White Horn Group then assisted PCG in all aspects of rolling the new identity out. Consistent standards for the brand were developed extending the positioning into everything from corporate communications to sales materials to the Web.
This solution supports PCG’s goal to maintain and enhance its leadership position. With a clarified brand positioning, it is now easier for PCG to communicate with its customers and prospects. A unique corporate identity was developed that illustrates the three key pillars that are now the cornerstone of their brand. PCG now demonstrates their true position as the market leader.