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Co-brand with Confidence


Developing a
product identity.

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Co-brand with Confidence


Developing a
product identity.

Creating a new product identity for a co-brand has many challenges. These include meeting the unique and varied needs of multiple stakeholders, and, in this case, creating an identity that appeals to the expectations of a high net worth audience.


Leveraging our years of luxury brand and card marketing experience, Media Logic used an elevated strategy and comprehensive four-phased approach to develop the branding and integrated marketing for The Ritz-Carlton Rewards® Credit Card from J.P.Morgan.

Phase 1


Maintaining the Integrity

Phase 1


Maintaining the Integrity

To help attract brand loyalists, we identified signature elements of the parent brand (The Ritz-Carlton®) and incorporated them into the new product identity, being sure to communicate The Ritz-Carlton Pillar of Service and also evoke a highly experiential feeling (something that was imperative to attract the high net worth audience).

Because the card itself serves as an extension of the luxury and services it helps attain, it needed to reflect the same level of affluence and high-end quality.

 

Phase 2


Appealing to the Target Audience

Phase 2


Appealing to the Target Audience

We needed to make sure the card would connect with our initial target audience –
The Ritz-Carlton loyalists.

To help ensure we were on track,  we conducted nationwide qualitative research with existing loyalists and reward program members to vet the proposed visual identity, as well as how that identity would translate to in-market communications.

 

Phase 3


Driving Growth and Loyalty

Phase 3


Driving Growth and Loyalty

After refining the branding based on the consumer input from research, we were able to apply the product identity to a series of integrated acquisition and early-month-on-book (EMOB) communications across a mix of channels.

 

Phase 4


Maintaining the Brand

Phase 4


Maintaining the Brand

Because this new product identity would need to be reflected in all communications, Media Logic developed, and continues to maintain, a comprehensive Style Guide to be used by all internal stakeholders and external agencies.

The Guide provides standards for photography, typography, color palette, key visual elements, logo usage, tone, messaging and more.

 

Results


Results

Results


Results

This four-phased approach helped create a highly relevant, differentiated and ownable product identity that yielded the following results:

  • We built stakeholder consensus across three very different entities: a luxury hotel chain, its hotel rewards program and J.P. Morgan

  • We amplified the beloved and well-established brand, its hotel rewards program, and the Issuer

  • A range of marketing communications were developed at the appropriate level of production value, based on consumer input

  • These marketing pieces integrated seamlessly across multiple channels to maintain the brand integrity while driving acquisition and usage

  • We were able to communicate the richness of the product and its benefits so that it justified the annual fee


In the end, Media Logic helped the client exceed their acquisition forecast by over 40%.


 
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The Agency


Who is
Media Logic?

The Agency


Who is
Media Logic?


We are a financial services marketing agency with extensive experience developing marketing strategies and creative executions for co-brands across a wide range of vertical businesses and brands.


 

We go BIG on partnership.

 

Financial


sponsorship


hospitality


Retail


Airline/Cruise lines


Automotive

 

We make things happen.

 
 

We are the perfect mash-up of
STRATEGY and CREATIVE.

 
 
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Contact


Get to know us.

Contact


Get to know us.

Jim McDonald, Director of Business Development

If you have a specific co-brand need or just want to learn more about Media Logic, contact Jim McDonald or call 866.353.3011.