Nasdaq OMX Group, which operates the Nasdaq stock market and 19 European exchanges, this week is rolling out a rebranding campaign with the new tagline "Ignite Your Ambition."
The campaign, created with Infinia Group and The Gate Worldwide, features a new brand identity, a redesigned website, online ads and a remodeled storefront on Times Square. The budget was undisclosed.
Nasdaq is dropping the OMX (a European exchange group it acquired in 2008) from its brand name to communicate more clearly its business mission to the marketplace.
"Over the last decade, and in particular over the last five years, the company has really evolved," said Jeremy Skule, CMO at Nasdaq. "A decade ago, the vast majority of the Nasdaq business was as a U.S. equities exchange. Today, U.S. equities trading represents about 6% of the business."
Nasdaq, which has annual revenue of $2.1 billion, has four businesses -- listing services, market services, technology and information services.
About 18 months ago, it started doing research with Greenwich Associates among C-level executives and client focus groups to help develop a new brand positioning, values and mission statement.
"We wanted to give our clients, the investment community, C-suite executives and the exchange community another reason to take a look at this company and communicate the depth and breadth of our business," Mr. Skule said. "Ambition is a common attribute we share with our clients. Our core value proposition is to serve as a catalyst to our client's success."
Before rolling out the campaign externally, Nasdaq launched an internal campaign earlier this year called "Lead and Exceed," to introduce a new mission, vision and set of cultural values to its employees. Nasdaq held pre-launch events, including town-hall style meetings with employees around the world and online sessions to introduce the new brand internally.
"It was designed to communicate to our employees who we are and what we do," Mr. Skule said.
This week, it is rolling out the campaign externally through online ads, a redesigned website, social media, retail and events.
One of the most visible signs of the rebrand is a makeover of Nasdaq's MarketSite storefront in Times Square.
"There are two state-of-the-art television studios and a two-story digital wall featuring pictures, social media and everything clients can interact with to learn the history of Nasdaq and many of the companies we have listed," Mr. Skule said.
Nasdaq is also participating in events, including the Bloomberg Leadership Summit and the World Economic Forum in Davos, to help promote its new brand.
"We want to have a significant presence at events where we can engage industry leaders, thought leaders and the investment community about what this brand and business is about," Mr. Skule said.