**Dan Newhall is currently in startup mode, working on building a wealth management business within a large, already established insurance company. The challenge is to think about launching this new business into the RIA ecosystem such that it becomes and exciting alternative to traditional wealth management businesses. How can we leverage the current insurance brand to create an exciting wealth management division? Do we leverage the existing brand, or something slightly different? What is the "go to market" messaging. How long to we stay in stealth mode? How can we leverage thought leadership and Dan's ability to garner press with the launch? 

In this project, students will help develop the strategic communications foundation for the brand and launch. They will analyze the competitive landscape, clarify Alliant's differentiated value proposition, define target segments and messaging priorities, and propose a launch-ready positioning system that can be executed across key channels (e.g., LinkedIn, PR/earned media, pitch/intro collateral, and top-of-funnel thought leadership). Dan will provide extensive context and materials (decks, models, segmentation lists, market insights, ideal clients, etc.) and will be available to educate the team on how wealth management works and what resonates with both clients and potential acquisition targets. 

**Deliverables should culminate in a clear brand positioning and communications playbook—including recommended brand direction, audience segmentation, messaging architecture, and example thought-leadership themes/campaign concepts—to support a confident market entry.