Financial

Ally Marketing hired Magnet, Inc. to define the strategy, including the brand driver and strategic personality, for its client, The Stock Market Nerd. Founded by Brad Freeman, the Stock Market Nerd is a financial newsletter that prides itself on thorough, well-reasoned stock analysis, free from the hype, hoopla, and bias of other newsletters. Magnet conducted in-depth interviews with customers worldwide to create a brand blueprint that included SMN’s seven core values, a brand positioning statement, brand personality, mission, vision, values, a tagline, "Invest with Good Reason," and recommendations for SMN’s content, navigation, and marketing tactics.

Prior to Magnet’s research, SMN hypothesized that the value of its brand was in doing the homework for its investor readers. However, research easily dismissed this idea. The caliber of the SMN investor is such that they neither need nor want anyone, including the Nerd, doing their homework. They pride themselves on their due diligence. What they do want is a “thought partner” who carefully considers investment opportunities to confirm or challenge their assumptions. This approach aligns with a basic principle of consumer behavior: many people neither want nor trust brands that do everything for them. 

“Our goal is to give you the context, candor, and reasoning needed to understand why you own what you own. At Stock Market Nerd, we invest with good reason.”

Like many town banks, Leominster Credit Union (LCU) was “stuck in place.” The brand aimed to expand its service area; however, many people found it hard to accept that a credit union from Leominster, Massachusetts, could serve the needs of depositors in neighboring towns like Gardner or Fitchburg. Some place names can travel, while others cannot, and LCU was a name that couldn't. Magnet, Inc., was hired to help LCU find a lasting solution—a name that could stand the test of time and a growing service area. Our solution was All One Credit Union. 

As Magnet always does, we began the renaming process by first establishing the brand’s positioning. In-depth interviews with LCU stakeholders and customers revealed insights that we developed into five positioning options. These options were then tested with prospects and customers in focus groups. The winning concept was based on the reality that LCU opened its doors more than seventy years ago to serve people who were not adequately served or considered by financial institutions. 

“When searching for banking services, everyone deserves proper consideration. Our teammates are guided by integrity, fairness, respect, and their passion to help everyone achieve their American dream. We believe communities are an interconnected web of existence. We are all in this together. We are all one.”