The market for asset management in Germany is diverse and characterized by a high density of competition. It is often a challenge for potential clients to orient themselves in this environment.
Against this background, we have developed a new market positioning for the Munich-based asset manager Hartz Regehr – with the aim of clearly differentiating the company from the competition and specifically highlighting its strengths.
It started with a comprehensive competition and potential analysis conducted by our research team. The market positioning of relevant financial institutions and asset managers was examined. Based on the results, we identified key differentiating features of Hartz Regehr.
These features have enabled us to sharpen Hartz Regehr's existing and future positioning and to develop a basic narrative as a content basis for all communication measures. This defines the core messages and ensures that the company conveys a consistent and clear identity across all channels.
The basic narrative served as the content basis for the planning of measures, from which the website relaunch emerged as the first step.
The result: a modern, high-quality website with a new visual language that takes Hartz Regehr's digital presence to a new level. Both the visual and content-related web presence – including new high-quality business photographs – were conceived by impact and realized in-house and together with external partners.
Further measures to strengthen the new market positioning are already being implemented – including a new company brochure, the optimization of the LinkedIn presence, and the production of new employer branding videos.