Understanding the WHY of Wealth
After multiple interviews and focus groups with Boston Private stakeholders and clients, two insights emerged quite clearly. The first is that peoples’ definition of wealth is rapidly changing. What was once purely measured financially now more often includes things like quality of life and the ability to give back. The second insight is that Boston Private truly understands what motivates their clients, what’s important to them, and why they work so hard to achieve what they have. The strategic platform and tagline for the brand, “Understanding the WHY of Wealth”, was brought to life across a new website, television, digital, collateral, print and branded station takeovers, as well as a microsite that housed multiple client stories, each telling their own “WHY of Wealth”.
