Bridgeway Capital Management had grown accustomed to its quiet way of serving its clients, but saw a significant opportunity to finally tell the remarkable story of Bridgeway. Since its inception, Bridgeway has donated 50 percent of its profits to charity, but had not fully differentiated themselves in the market. Tony, Bridgeway’s director of marketing, was seeking a branding partner who could commit to helping him articulate and codify the brand and then enroll the diverse and opinionated partners in embodying the brand. He also was seeking a partner who could help him create storytelling content and train his team on marketing and sales approaches to grow the brand.
In collaboration with the Bridgeway team, Root + River successfully developed a differentiated message that brought together Bridgeway’s financial and philanthropic aspects that appealed to and enrolled all the partners. We created and executed a content strategy that established a new category the CEO fully endorsed and supported. After two years of working together, the Bridgeway team was thrilled with the result.
“We never could have done on our own what we did with Root + River. They changed the way we looked at branding and marketing and solved a years-long debate over how to articulate our culture and differentiators,” said Tony Ledergerber, director of marketing and communications.