Meyer Bergman
Company and sector-wide brand audit that reset positioning for the European real estate investment and fund management firm at a pivotal moment of fund launch and leadership transition.
- Location
- Europe
- Region
- Europe
- Sector
- investors funds
- Services
- Creative Studio, Branding & Identity · Strategic Communications · Investor Communications · PR & Thought Leadership
Meyer Bergman, the European real estate investment and fund management firm, was approaching a defining moment - launching its second real estate fund while preparing for a generational leadership transition from then-Chairman Ton Meijer to his son and business partner Marcus Meijer. The firm needed an honest, evidence-based view of how it was perceived by the market and by its own people - and a clear, unified platform to take into its next chapter.
Fundraising and leadership change both depend on absolute clarity of identity, vision and proposition. Without a shared internal narrative and a sharper external perception, Meyer Bergman risked diluting its competitive advantage at the precise moment it needed to project conviction to investors, partners and the wider European real estate market.
- Designed and delivered a company and sector-wide brand audit uncovering both internal and external perceptions of Meyer Bergman
- Identified what the market genuinely understood of the business - capabilities, track record, positioning and gaps
- Surfaced what the internal team understood of the business and tested alignment with the leadership view
- Synthesised findings to inform and advise the Executive Board on perception, reputation and strategic implications
- Created a universal brand positioning - clear vision, values and proposition - to act as a single source of truth across the business
- Built a platform to educate both internal and external audiences and translate the new positioning into day-to-day communications
The results.
- Clear, evidence-based brand positioning landed with the Executive Board and the wider business
- Sharper competitive advantage in market through a unified vision, brand values and proposition
- Foundation in place to support the launch of Meyer Bergman's second real estate fund
- Communications platform aligned with a key corporate milestone - the leadership transition from Ton Meijer to Marcus Meijer
- A confident next step in Meyer Bergman's journey as a leading European real estate investment and fund management firm
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