Global Polling Icon to Human-Centric Advisory Firm

SITUATION: Category Repositioning

Gallup, the world’s foremost expert in studying the human condition, needed to communicate that it was more than a polling organization. Gallup’s master brand messaging lived at “50,000 feet” and was very aspirational and lofty. This made it difficult for prospects and current clients to frame the brand within the context of the complete Gallup service offering. This resulted in individuals defaulting to the brands historical association, which was driven by their high profile “Gallup Poll” sub-brand.

OUTCOME: Repositioned Gallup as a leading human capital consulting firm and partner to businesses looking to create real change for society.

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