Re-Branding an Icon
Robert Kiyosaki. Many people know him as the author of the best selling personal finance book of all time, Rich Dad Poor Dad. Many people have used his principals of developing cash-flowing assets to build wealth as a foundation to their own business and investment strategies. But over the years, Robert and his company had become known as a company that merely advocates real estate investing. And Robert himself had become known as a real estate investor.
What most people didn’t know is that Robert, first and foremost, is an entrepreneur. He has started numerous businesses in his career. He’s won, lost and won again in venture after venture. People also didn’t know that real estate is just one of the wealth-building strategies that Robert covers. Robert and his company The Rich Dad Company are so much more than just real estate investing.
The Problem
Robert Kiyosaki and The Rich Dad Company had best selling products, fame and legions of followers. The problem was that Robert and his company were pigeon-holed as real estate investing. They were so much more. The question was, how do we tell the world–including the millions of followers–that this brand stands for something much bigger, much more global, much more critical. It was a branding challenge of the largest proportions.
The Solution
By fully experiencing The Rich Dad brand and through countless hours spent with Robert and Kim Kiyosaki, HEASLEY&PARTNERS was at last able to capture the company’s branding essence. From that, a new, more genuine brand direction was born. First we discovered the heart, then we put it into words. Eventually, we worked with the company to develop images, products, websites, books and more. But it was the I Am the Rich Dad Company, authored by Kathy Heasley and written from the heart, that set the tone and messaged the brand. Today, I Am The Rich Dad Company is published in at least 30 different languages. It is recited by attendees at CASHFLOW Club events around the world and is rapidly becoming the de facto embodiment of the brand.
Deliverables
- Branding & Foundational Messaging Brief including the Brand Essence
- Brand advisory services to Robert Kiyosaki
- Brand advisory services to Kim Kiyosaki
- Book development and ghost writing