Reposition Wesleyan to drive distinction, loyalty and growth amongst teachers doctors and dentists.

Doctors, dentists and teachers have very different needs but they share high financial complexity.

Research inputs: Qual and quant with 750 target audience members, SLT innovation sessions, 3 product workshops, 15 internal interviews.

Key insight: Doctors, dentists teachers are time poor and under confident. They don’t care about community or self education. They want to know ‘what’s going to work for me and my money’

Money That Works [for doctors / dentists / teachers]. A brand system that flexes based on audience and speaks to the ‘Specialist by design' positioning and ‘Effective by nature’ audience need.

A brand platform that informed new product lines, employee value proposition and multi media activation. The rebrand was described as ‘truly transformational for the business’ by the Marketing Director. Results to come!