Altamira – Meritage
Altamira was a well-known mutual fund brand acquired by National Bank Financial in 2002. It had assets under management of approximately $3.6 billion in 2003
Industry
— Financial services
— Asset management
Branding to
— Articulate value
— Become known
— Be better understood
— Gain share of wallet
Services
— Brand & value proposition strategy
— Brand identity & visual systems
— Website design & development
— Advertising & promotion
The Situation
Altamira had been recently purchased by National Bank who wanted to re-energize the brand with a new and unique ‘wrap fund’ targeted at financial advisers and planners.
The product had a strong point of difference; as a wrap fund it would be composed of the top ten funds in the market, none of which were from Altamira.
There was a short window to get to market as competitors were considering similar offerings. Yield was challenged by National Bank to develop the brand strategy, the name and identity, along with a multi-channel branding campaign in only 90 days.
Human Catalyst
Advisors are constantly challenged to provide value (service/returns) to clients while maintaining profitability and growth of their book of business.
The Solution
The creative strategy for the name and identity was to incorporate all the elements of the logo to help tell the story behind the new product.
The name represented the blend of the best funds just as meritage wine is the blend of the best grapes. The brand symbol reflected the 10 funds and key differentiating brand attributes that formed the basis of the story and brand strategy.
The tag line ‘the advisor’s investment’ spoke to the fact that this was an investment product that the advisors themselves would want to buy.
To launch Meritage, we used the leading trade magazines and newspapers, Investment Executive Advisors Edge. The ad featured a teaser banner on the front cover directing investors to a tip-in envelope which held two pieces of marketing collateral – the pitch story to the advisor and the advisor’s pitch story to the end investor/consumer.
The Yield
The branding campaign was developed from brief to market-ready in only 90 days, including research, brand strategy, creative platform, go-to-market plan, website design and digital marketing;
The new fund was an immediate success acquiring $60 million in AUM after only three months and $600 million in first 9 months.
The fund has endured, and exists to this day, fifteen years later, using the same branding and value proposition.