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In the crowded retirement plan market, Diversified needed to clearly set itself apart from the pack.


Adams & Knight worked with Diversified to develop a more distinctive brand positioning:

  • Articulated possible brand positionings and tested with customers and prospects
  • Refined brand positioning as “the approachable experts”; defined the Diversified difference
  • Translated that positioning into a new communication architecture that reflects this brand positioning and brand personality across both print/online materials
  • Developed cost-effective templates/graphics library for a full spectrum of marketing and sales materials