Key Corp

Product Positioning and Sales Literature

The Brief
Key is of the world’s largest bank-based financial services companies, with assets of approximately $92 billion. Key companies provide investment management, retail and commercial banking, consumer finance, and investment banking products and services to individuals and companies throughout the United States and internationally.

Manifest was commissioned by Key to develop a positioning for the European expansion of its equipment leasing products using an analysis of customer needs and research into the competitive landscape. Manifest was chosen for this work because of our extensive experience of the financial services sector in Europe and product positioning work with American Express, Citigroup, Visa and others.

Our Solution
The positioning we developed included the development of look, tone and feel guidelines for printed materials and we designed the first range of 16 booklets and product sheets.

The Outcome
With careful positioning based on sound data we succeeded in evolving a range of previously US-aimed products into highly competitive propositions for the European market. We have received excellent feedback to date.