In May of 2012, we gave NYSE a new brand identity –reflecting an organization with both a strong vision and rich heritage, poised and ready for growth. The new brand icon, an abstract representation of the globe, visualizes the strategy of unlocking the potential of our worldwide community. Simple yet impactful, the image conveys the dynamism of NYSE Euronext's markets, the connectedness of our community and the diversity of its people. Multiple color bars project a company and community in constant motion. Growth and optimism are the inspiration for the range of blue and green hues.
NYSE
The NYSE floor is home to 37 global media outlets. The new visual identity provided a fresh, vibrant backdrop to that world stage.
Brand Refresh
This video, used internally and externally, charts NYSE Euronext's history and explains the brand identity and positioning.
Reposition Listing Business
After years of "head-to-head" combat with our major competitor, NASDAQ, the momentum had begun to shift and the time was right for NYSE to capitalize! We began by taking back our leadership stance – launching a multi-prong campaign built on the positioning of "The Biggest stage in Business". The campaign included television spots, on-line ads and a major content website, NYSEBigStage.com.
These TV spots showcase a ballerina, rock star and swimmer as they reach the pinnacle of their profession. The CEO reaches the pinnacle when the company lists on the NYSE, the biggest stage in business. The spots include actual footage of companies ringing the NYSE bell on their listing day.
Corporate Strategy–Engaging Employees
When internal research showed that employees still felt an allegiance to either NYSE or Euronext and did not understand, and therefore were not embracing, the corporate strategy, my global team of 20+ translated the strategy into four "behaviors" that employees could exhibit. By participating in these behaviors, they were taking part in executing the strategy. The year-long effort had strong engagement rates and moved the dial on employees understanding of the corporate strategy and vision. Importantly the effort was a rallying cry that helped unify the company become "one firm".