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Challenge
Change, challenge and tough competition describe the market in which the new Hjerta organisation is being launched. The asset manager Monyx and the broker organisation Hjerta have merged under the new joint brand – Hjerta. Achieving the goal of becoming one of Sweden’s leading financial advisors requires extensive branding. The new identity and joint brand must convey competence and resources, and preserve the uniqueness of Hjerta – entrepreneurship and strength in local markets.

Strategy
In order to create a strong joint brand, reaching more customers and conveys what is unique about Hjerta, Narva developed strategic recommendations. Based on extensive research and insights, a position was created which clearly differentiated Hjerta from its competitors. The new brand was launched on Valentine’s Day with communication support and PR activities. Digital campaigns were implemented during the spring in social media, combined with native advertisements and PR activities.


”The new Hjerta will make us bigger and stronger, with more wide-ranging and in-depth expertise to jointly meet changes within regulations and the market’s requirements for service and support.”

Lena Högfeldt
acting CEO of Hjerta

Results
The new Hjerta is growing. Increasing numbers of brokering companies and advisers are affiliating themselves and want to operate under the new brand. The first digital campaign during the spring of 2018 was very well received, both externally and internally, with results well above expectations. The new brand means that Hjerta is now equipped to face the competition. A brand is strong when expectations and promises are in harmony with the customer’s experience. Building a brand takes time and the journey continues.