Developing a brand identity and architecture

The Challenge

Swiss Financial Market Services (SFMS) Group, the interim name of the company born through a triple merger in January 2008, delivers the whole value chain necessary for the Swiss national financial market infrastructure. The group encompasses the former Swiss stock exchange SWX, the clearing and settlement provider SIS, and the international provider of payment transactions and financial information Telekurs; together a conglomerate of more than 80 sub brands. With the aim to become one of the top three international financial centers and overcome challenges presented by new technologies and new international competition, the company turned to Prophet. Prophet was asked to help develop and implement a new brand strategy, with a special focus on brand architecture and identity.

Our Solution

To establish a solid fact base, Prophet conducted in-depth interviews with internal and external key stakeholders, led several workshops with the group executive team, and partnered closely with the group CEO and CCO. Prophet elaborated a set of relevant and differentiating brand identities and positioning concepts for the new corporate brand and developed a recommendation on new brand architecture. Prophet was also involved in tackling strategic issues such as the definition of the degree of integration of subsidiaries, the role of the group vs. subsidiaries, and naming the new company.

Results

In August 2008, the temporary name SFMS Group was dropped and the new corporate name “SIX Group” was launched. Along with the new name, a new brand identity that focuses on dedication, expertise and the objective to support clients’ success was introduced. Additionally, the organization went forward with Prophet’s recommendation to adopt a hybrid brand architecture that provides a clear and a transparent structure and reduces the number of sub brands to a manageable number, allowing the best leverage of the former key brands and the creation of a powerful corporate brand. Prophet is now engaged in implementing the brand among the employees of SIX Group.