Servisa: The unusual rebranding of the Swisscanto pension fund
Back to a previous name: an unusual way forward
Returning to an old name is a rather unusual step but a wise one from a strategic branding perspective. The pension fund reaffirms its independence while demonstrating continuity at the same time since the fund’s long-term strategy does not change at all. Scholtysik scrutinized perception, quality and legal feasability of the original brand name and closely collaborated with the IP lawyers of Walder Wyss to define a secure way to reestablish the brand with minimum risk of conflict.
Concerted launch communication
Scholtysik coordinated the various communication activities for the launch day on June 19th. Addressed stakeholders included all insured persons, pensioners and companies as well as brokers, business partners, media and of course the staff. Scholtysik developed a communication strategy and supported Servisa in its media work and with coordination of all involved parties.