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

Inside Out Branding

A core specialty is leading service organizations through the development of their own unique Brand Promise and re-engineering their people, processes and technologies to deliver the promise seamlessly at every customer touch point.

Our Inside Out Branding© work balances creativity with structure – ensuring a systematic yet highly insightful process is applied that not only begets the best creative idea but ensures delivery at front lines and in back offices. Our proprietary methodology ensures a thorough process to embed the promise throughout client operations – this is not about a marketing and PR job.

Case Study: Canadian Imperial Bank of Commerce (CIBC)

After the launch of a truly high impact advertising campaign came the realization that by raising expectations, all CIBC was doing was highlighting its weak sales and service delivery. The only option was to transform its people, process and technology to dial up service quality. This led to the development of the M2 Brand Transformation practice. Responsible for the brand management team, Pier pioneered the methodology for ‘Inside Out Branding’ – working with complex service companies to develop a Brand Promise and then, in a systematic and effective way, transform its operations to truly deliver on the Promise. At CIBC this resulted in a 5 year change program that transformed all aspects of service delivery.