Building brand equity for one of Mumbai’s largest broking houses
Print + Digital Design
In a nutshell
From its humble beginnings as a standalone brokerage firm in 1944 to offering the entire range of financial products and services through a nationwide presence, the Group has come a long way. Built on the core values of Integrity, Enterprise, Responsiveness, Expertise and Ambition, today PL is amongst India's leading Institutional broking services providers.
What we did
Our approach was more internally focused rather than external. The fact that PL is an organization with over 60 years meant that that the culture is deep rooted and difficult to change. Through a series of in-depth interviews with the top management and several brainstorming sessions we identified what values govern the organization. We looked at some of their key achievements over the years that has built their reputation and credibility.
We recommended that the brand be drive with a purpose idea rather than positioning idea. Purpose ideas are more deeprooted and stem from the verybelief system of the company.
