ASK Group (“ASK”), unveiled its new corporate identity. ASK is embarking on a rebranding to align its brand identity with its strategic vision. The new brand identity centers on ‘What Matters Most’ for all of ASK’s stakeholders. This exercise comes at a time when the firm is expanding its geographic footprint, partnerships and focusing on digital channels. ASK worked with Landor & Fitch, a global brand transformation company, to refresh its brand.
On the occasion, Sunil Rohokale, MD & CEO, ASK Group said, “Our new corporate identity embodies our culture, our philosophy, and our growth ambitions. Our brand is an important enabler towards achieving the ASK2.0 vision, as we scale newer heights with our expansion to new geographies, domestic as well as international, and new channels. Brand will also play an increasing role in delivering differentiated experiences to our discerning clientele.”
Shanu Singh, Chief Marketing Officer, ASK Group, explained more about the new identity, “We are building our brand as a platform for action with the core idea of “What matters most”. This is rooted in our attributes that are most valued by our clients, partners, and employees – our ability to cut through the noise, distil and meaningfully focus on what is truly important. We see the brand becoming a clarifying lens which will inform our choices. We are also rebranding our businesses with a stronger alignment to the client segments.”
Lulu Raghavan, Managing Director, Landor & Fitch India, the architects of the new brand identity said, “It was an honor to work with the ASK group and help them define their brand identity. We brought alive their client centricity and disciplined approach to investments in the refreshed brand. “What matters most” is a reflection of their values and ambition for the future. I wish them great success.”
ASK is making the brand descriptors more consumer-friendly as a part of this rebranding exercise. ASK Property Investment Advisors will now be branded as ASK Property Fund and ASK Wealth Advisors will be branded as ASK Private Wealth. The brand update will not alter any entity’s registered name and its legal identity with Registrar of Companies or any other regulatory authority.
