Guggenheim Financial
Choosing the right ONE.
The Complexity
In the depth of the Great Recession, while others were retrenching, Guggenheim was readying the release of a whole new service model. As an intermediary for asset managers, the company wanted to cut through with a simple message that rose above the avalanche of acronyms, hyperbole and the suspicion-inducing use of industry jargon.
What We Did
Taking a crash course in the complex business of asset management, we helped Guggenheim name their new service. Landing on Global ONE Point, we thought that name captured both the gravitas of the offering and the world-class service packaged up with it. It also implied a level of simplicity we knew would be refreshing in a complicated business.
Launched at the Milken Conference, we supported the new brand with a website, sales collateral, onboard information and content generated for digital distribution.
“...[Symplco] combined deep and strategic thinking with an eye and ear for making content accessible and compelling to target audiences. Further, they were able to frame such content within the goals of a complex business model. The deliverables have been extremely well received at all levels of our company, including the most senior.”