Stockholm-based systematic asset manager IPM has completed an extensive re-branding project aimed at clearly defining and representing the company’s brand values.
IPM, which has USD8.7 billion in assets under management from institutional clients throughout Europe, North America, and Asia, conducted in-depth research with clients, staff, independent actuarial consultants and partnering suppliers participating in the first stage of the project. The findings from qualitative interviews were analysed and compared to see how messaging aligned between client, staff, and business values.
The resulting expressions of the corporate values encompass client and business values backed by the collegiate belief and unified energies of employees, creating all-round integrated engagement.
IPM says the outcome can be seen in its new brand appearance, website, marketing materials and corporate video, positioning the characteristics that reflect the company’s client values, investment philosophy, ESG credentials and ultimate goals.
Serge Houles (pictured), Managing Director at IPM, says: “We have changed our brand imagery to better reflect our openness, transparency, innovation and ESG credentials and to match our value proposition from a staff and client perspective.”