brand development

FICO is the country's primary analytics development company, best known for the creation of FICO scores. The strength of this single product made them a major player in the credit services industry, but their impressive analytics models were virtually unknown beyond the credit lending vertical.

Engagement

Corporate alignment, global corporate brand position development, enterprise decision management position development

Positioning research sessions

Lisbon, San Rafael, San Diego, San Francisco, New York, Minneapolis

Interviews

Financial analysts, Industry analysts

Focus groups

Toronto, San Francisco, Minneapolis

Deliverables

LEVEL Insights, Qualitative Research Report, LEVEL Language, LEVEL Positioning, Competitive Marketing Audit

Outcomes

FICO rewrote its mission and refocused its sales efforts to build stronger customer relationships as a result of the work produced by LEVEL.