Kames Capital positioning and campaign
Kames Capital was a young, successful, investment management brand with a distinctive approach to investing. However, because Kames had never worked on their brand or positioning, even professionals in their market couldn't say what they actually did.
I listened to what they offered their wholesale investors in the UK and Europe, and how they did it, and from there created a global brand positioning and strapline that led the way for their internal and external comms.
The multi-channel campaign, launched in 2014, stands out from the competition by showing a brand that stands for something. It can be seen on the site I wrote, the posters, airport advertising, taxis, trade press, digital display and their social channels. But, equally importantly, the brand was brought to life internally and lives on in their staff and their conferences, offices and day-to-day lives.
