Industry: Consulting and Executive Education

Client:

The Ariel Group, an international leadership development and consulting firm, trains the next generation of executives for Fortune 500 companies.

Challenge:

The Ariel experience is powerful and
transforming. They enjoy glowing testimonials and raving fans. Prospects, however, often perceive Ariel as a risky purchase because their approach is an unorthodox one based in the performing arts. Ariel has had difficulty communicating their value, resonating with the market, and adequately articulating the business outcomes of their experiential approach.

Intervention:

The Wellesley Hills Group developed and implemented a comprehensive brand overhaul by:

• Conducting qualitative interviews with management, clients, prospects, and analysts
• Defining a brand architecture that captures the character and essence of Ariel where it intersects with the needs and wants of the market
• Developing integrated messaging platforms that revolve around the distinctive business outcomes achieved by Ariel
• Creating a clearly-defined communications plan designed to adjust external perceptions and articulate Ariel's value by leveraging memorable experiences and compelling messaging
  
• Introducing the new brand internally, through facilitated sessions, to create brand ambassadors among all
• Ensuring internal acceptance and commitment to the brand and communications plan
• Launching an external repositioning of the company through sustained awareness-building and lead generation efforts across multiple media
• Establishing benchmarks to track the success of each marketing tactic
  

Results:

The brand architecture, first introduced internally to ensure all are "speaking in one voice," created the foundation for an aggressive lead generation effort that launched the new brand to the target market. The target, Chief Learning Officers or equivalent titles at Fortune 500 companies, readily accepted new discussions with Ariel. The firm attributes this success to the recast message, which presented them as a distinctive alternative in the highly competitive leadership development space.

"Our new brand has made a big difference for us. The research and insights provided by the Wellesley Hills Group gave Ariel direction and enabled us to present ourselves with distinction and in an integrated fashion. Their excellent approach and execution has had a significant impact on our success."