Candriam Investors Group

A new name and identity for a big-bank asset manager

Candriam case study cover highlighting rebranding project for asset management success.

Fin International was engaged to rebrand Dexia Asset Management following its separation from Dexia and acquisition by New York Life. The goal was to create a new identity with its new independence and differentiate from its competitors.

The challenge

As a part of Dexia, the asset management team had placed a minimal focus on its marketing. Transitioning into an independent entity required creating a new brand identity to effectively present itself in the market.

Fin was briefed by Dexia Asset Management to define a new name and explore and strengthen the brand positioning.

Watch the Candriam strategy video showcasing the rebranding journey led by Fin International, highlighting innovation in asset management marketing.

The process

Research and Insight: First, we undertook an extensive and European-wide insight phase to build a deep understanding of the company in its current form. We carried out interviews with both internal and external stakeholders. With all of this research in place, the debate began to define the future Dexia AM offer.

Employee Engagement: In order to bring out a broader range of insight (as well as deeper engagement with a new brand), we circulated an online questionnaire among all Dexia AM staff.

Competitor Analysis: We explored the global ‘brandscape’ of competitor brand positioning, taking in Dexia’s peer group of managers. This research was rapidly distilled into a number of ‘top-level findings’.

Workshops: This process culminated in the generation of a ‘straw-man’ brand positioning and brand values, which were then shared and debated within a senior management committee workshop, structured and facilitated by Fin.

Name Generation: Developed nearly 1,000 potential names, narrowing them down to a shortlist.

Candriam branding design elements with fonts and colour schemes.

Design elements from Candriam's rebranding by Fin International.

Candriam case study documents with graphs and insights on rebranding.

Detailed reports and analysis from the Candriam rebranding project by Fin International.

The outcome

The output of the workshop formed a consensus of brand values, positioning and core proposition, which defined our brief for the new name.

Fin generated just under 1,000 names for review. The longlist was whittled down to a shortlist, from which ‘Candriam’ was taken forward into legal registration.

The name was derived from the Latin word ‘Cand’, meaning glowing or iridescent, suggesting creativity, positivity and brightness (a new dawn), but with a strong corporate feel. The name also hints at ‘candour’ (honesty) and also forms a near-acronym supporting the brand values: Conviction AND Responsibility In Asset Management.

Candriam Absolute Return marketing materials.

Materials from Candriam's Absolute Return campaign.

Candriam marketing flyer on Absolute Return strategies.

Flyer from Candriam's Absolute Return campaign by Fin International.

The next steps

Following Candriam’s launch of the new name and their acquisition by New York Life, we created a multi-channel European marketing campaign to promote Candriam’s Absolute Return flagship funds.

We developed a messaging framework and formulated campaign materials for a range of online and offline collateral incorporating advertising, direct mail, literature, e-marketing and a campaign micro site.

From the ashes the phoenix rose and is now flying high.