M2 Business Frameworks

Latest M2 News

  • M2 to speak at Global Microsoft Ignite Conference in Atlanta

    Matina invited to speak at Microsoft’s global conference, Ignite 2016,..

    September 23, 2016 More

  • Operationalizing the Brand in Complex Service Businesses – New Publication

    IGI Global is about to publish an extensively revised version..

    August 8, 2014 More



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Driving a different approach to Strategy Consulting

M2 Driving a different approach to Strategy Consulting

Mashreq Bank

Developed the overall brand strategy for the Osool brand, a leading UAE Finance Company with its own distinct character and customer base. The strategy included an on-the-ground review of the distribution network, meetings with Osool clients and a comprehensive customer research assessment. Ensured that the overall brand strategy was directly linked to the bank’s new strategic direction for the subsidiary, developed by the Boston Consulting Group. The work was instrumental in Mashreq Bank’s repositioning and rebranding effort behind Osool, which was carried out by allen international [ www.allen-international.com ] in the United Kingdom.