Background

Waveland, a financial services firm in Irvine, California, had enjoyed growth through the beginning of 2009—when most firms were laying off, they were staffing up with seasoned executives. But rapid growth comes with its challenges. When Waveland first approached RiechesBaird, there was a significant lack of clarity on what category their business was in: a merchant bank, a private equity firm, an investment bank, or a wealth management firm—in addition, a clear strategic vision for the company was needed to align the entire organization.

Issue

Our task started with helping them define not only what they were, but what set them apart from their competition.

Strategic Insight

Through multiple workshops with Waveland’s leadership team, internal and external interviews, and a survey of every Waveland employee, we discovered an unexploited opportunity to highlight a core competency that Waveland had already developed: providing exclusive access to alternative investments in sectors such as oil and gas, information technology, medical technology, and real estate. Based on this finding, the brand was positioned as Waveland “The Alternative Investment Bank,” simultaneously describing what Waveland is and what makes it unique.

Result

We’re now working with Waveland to express this new brand position through an updated website and marketing materials.