FRANKLIN TEMPLETON INVESTMENTS US

Creating a new corporate brand

With 6 million customers, 100 mutual funds and a name born out of a merger, few people knew what Franklin Templeton stood for. Not a good thing, especially in the bear market of 2002.

We strongly recommended simplifying things to one strong corporate identity and 3 sub-brands.

We focused the story on the company’s unique strength—its ability to offer unrivalled perspectives on investing in domestic and foreign markets.

“Gain from our Perspective” became the brand idea. It was implemented at every contact point with key audiences, including in TV, print, web, collateral, annual reports, and PR. Every message emanating from the new brand radiated confidence through the idea of “Perspectives.”

While awareness of most competitors remained unaltered, Franklin Templeton’s awareness rose substantially. Sales and market share grew, along with assets under management. The company is now ranked as one of the top four investment management companies.