Changing perceptions to improve brand equity in market
About the client
NEI Investments is a Canadian investment firm specializing in responsible investing. They are known for integrating environmental, social, and governance (ESG) factors into their investment strategies. NEI offers a range of mutual funds and portfolios designed for individuals and institutions, focusing on active management and disciplined risk processes.
Client impact
NEI’s brand transformation driven by clearly articulating it’s unique value proposition in market led to an 11% lift in their brand equity.
Advisor satisfaction immediately improved:
Overall advisor satisfaction of marketing materials improved 6%
Overall effectiveness of advertising as rated by advisors improved 5%
Backdrop
NEI was widely recognized for its commitment to integrating Environmental, Social, and Governance (ESG) factors into its investment strategies. While this approach aligned with a growing demand for responsible investing, it also contributed to a perception that NEI prioritized sustainability considerations over financial performance. Compounding this perception was the absence of any 5-star Morningstar-rated mutual funds within NEI's portfolio. As a result, financial advisors generally viewed NEI as a firm that did not consistently deliver top-performing mutual funds. This challenge made it difficult to position NEI’s offerings in the market purely from a performance standpoint, requiring a more nuanced approach to communicating the value of its investment philosophy.
Problem faced
Despite NEI's strong commitment to integrating ESG factors into its investment strategies, its lack of 5-star Morningstar-rated mutual funds has contributed to a perception that its offerings are underperforming. This perception has not only made it difficult to position NEI’s funds competitively from a performance standpoint but has also eroded brand confidence among financial advisors. Over the past five years, this negative sentiment has directly impacted sales, leading to a decline in market traction. To reverse this trend, NEI had to redefine its brand narrative, effectively demonstrating both the financial viability of its mutual funds and the strategic value of its ESG-driven investment approach.
Problem solved
In partnership with HiFi, we underwent a comprehensive brand transformation that aligned its legacy in responsible investing with a stronger emphasis on performance. This led to the creation of a refreshed brand identity centered around the concept of "Uncovering New Paths to Performance."
To reinforce this shift, we redefined NEI’s brand positioning, ensuring that financial performance was a key focal point alongside its ESG-driven investment philosophy. A messaging matrix was established to emphasize NEI’s ability to uncover unseen opportunities that drive performance, ensuring consistent and compelling communication across all touchpoints.
The brand overhaul was further supported by a modernized look and feel, visually aligning NEI’s identity with its renewed focus. An always-on advertising strategy was implemented to boost visibility in key markets, ensuring ongoing brand presence and engagement.
To maximize impact, messaging was fully integrated across both sales and marketing efforts, fostering a unified approach that strengthened brand perception and helped reconnect with investors and financial advisors. This cohesive strategy positioned NEI as a leader in both responsible investing and competitive financial performance, effectively reshaping market perceptions and driving renewed interest.