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CASE FOUR:

PROBLEM / OPPORTUNITY:
A regional financial institution was preparing to introduce a new loan product. They wanted to test the program name and advertising campaign prior to introduction.

SOLUTION:
Cornerstone conducted a series of focus groups among potential customers. It was discovered that the name that had been chosen for the program not only had poor image perceptions, but actually insulted the target market. The advertising made respondents "angry".

ACTION:
The financial institution redesigned the radio, TV, and newspaper spots, and incorporated an alternative name that had tested well in the research. The result - program sales that exceeded income expectations threefold.