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Case Study: Experian

Challenge

 Global information services company demerges from parent to trade under its own name.

  • Shift investor perception from reliable vendor to trusted partner.
  • Unify strategic direction after purchasing 60+ businesses over five years.

Solution

 Research-based positioning strategy for clients, investors, and analysts.

  • Interviews with company executives, national/international clients, followed by a global field study of both B2B and B2C customers.
  • Master-brand portfolio organizing 80 brands and 1,000+ products worldwide.
  • New strategy for rebranding, including logo, graphics, and messaging.
  • Deployment plan to motivate the organization around new strategy.

Results

 Stand-alone leader in data-services and analytics category.

  • Opened strongly on London Stock Exchange in 2006.
  • Today is part of FTSE 100 index.