our work
Power Capital
Project: Brand strategy.
When: 2008
What: To advise the owners of an independent investment-bank how to better position their offering in the market place. The business develops renewable energy projects across Europe, especially UK, Italy, Poland, Greece and France. Projects include wind farms, biomass plants, small hydroelectric plants, and other energy generation projects. They arrange financing for projects at all stages of development, and co-invest in some projects.
How: A strategic review and SWOT analysis, which included interviewing both past and present clients of the bank. We also carried out desk research into the ‘green energy’ market. A space we are already very familiar with. And the opportunity this represents for the company. In addition we took care to understand the characteristics of the key personnel running the business, as their individual experiences and reputations alone were hugely significant in both past and future project opportunities.
Outcome: The important revelation from our review was the unique breadth of relevant experience held within the business. Few other companies could boast the specific competencies held between Marco Dell'Aquila and his top team of consultants. Hence the positioning “Entrusted with the wider financial view” was adopted as the corner stone of the brand development work. Following the successful completion of this project Jan Rakowicz, the project manager and in-house management consultant, gave us the following testimonial; “Mark was very efficient with his questions, very insightful, and above all, an exceeding friendly person to deal with. During the process he somehow managed to defuse internal disagreements and moods most tactfully - I've no idea how he did this, but it worked. I would recommend Mark to anyone who has not formulated a brand strategy.” The subsequent design agency, Soukias Jones who were selected by the client to create the visual identity, delivered an excellent solution to translate this brand story.