Business Development
Entrust Mortgage


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 Client Need: Entust Mortgage is a national, publically held mortgage wholesale/retail company. It competes in a highly competitive environment that's product- and price-driven. Entrust is fairly unique within its competitive segment, but to be successful going forward, the brand needed to establish and communicate a clear corporate vision and brand strategy to its customers, employees and shareholders.

Solution: We took Entrust management through BrandVision™, our demanding and interactive tool where we analyze competive segmentation, client strengths, problems, opportunities and threats ("SPOT"), and brand capabilities through our unique, BrandLaddering™ tool. The result: Entrust identified 12 BHAGs ("big hairy audacious goals") that now define its future vision and the basis for its strategic growth plan.