AJ Bell’s joyful bell-led rebrand tripled awareness, grew market share and returned £2.83 profit per £1.
Low consideration held back AJ Bell, a consumer investing platform, and this case describes how the brand invested in a strategy to increase market share by addressing the barriers to growing its customer base.
Research revealed consumers felt the brand wasn't for them. Creative based around the Bell in the brand’s name was at the centre of a new platform designed to change brand perceptions. Activities included sonic branding, advertising targeted at different segments, and a revamp of other touch points – all done with the intention of communicating joyfulness and winning people over.
Evidence presented that the strategy worked includes a tripling of brand awareness, growth in market share, and a profit of £2.83 per £1 invested.