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StrategyAcademic case study · Distinction2026

King’s College London / UBS case study

Intelligence, Crafted.

An academic case study developed for my Master’s in Marketing at King’s College London. The final paper received a Distinction.

The campaign concepts, simulated placements and proposed advice experience were created for that paper. They were not approved or endorsed by UBS, and none went live.

18 visuals · Select to enlarge

Academic case study: Simulated UBS Augmented campaign poster in a London Underground station with an adviser-client conversation.View larger
AI-assisted out-of-home mockup for the independent UBS Augmented Advice concept. This is a simulated placement, not a photograph of advertising that ran. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: Simulated UBS Augmented billboard at a Formula One circuit, using a driver and team setting as a metaphor.View larger
AI-assisted placement concept using motor racing as an analogy for technology interpreted by people. The campaign and placement are uncommissioned proposals. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: AI-assisted UBS Augmented Advice concept showing an adviser unlocking an illuminated vault with a three-key motif.View larger
AI-assisted campaign concept using a vault and three keys to make insight, judgement and responsibility tangible. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: A proposed UBS Augmented Advice campaign combines an Alpine view with data, expertise and personal-finance themes.View larger
AI-assisted campaign concept joining a premium Alpine setting to the proposed role of data, human expertise and personal goals. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: Three interlocking keys illustrate the proposed UBS promise of insight, judgement and responsibility.View larger
AI-assisted brand communication concept organising the proposed promise around insight, judgement and responsibility. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: Independent Augmented Advice creative centred on human judgement.View larger
Author-developed, AI-assisted concept. Independent work; not commissioned or endorsed by UBS. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: Proposed brand and service architecture for Augmented Advice.View larger
Author-developed concept architecture. Proposed service and communication, not evidence of implementation. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: Four-part UBS concept diagram linking visibility, relevance, accountability and repeatable proof to Augmented Advice.View larger
A proposed bridge from AI capability to a clearer client promise: visibility, relevance, accountability and repeatable proof. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: A glass-pyramid visual applies customer-based brand equity to the proposed UBS advice experience.View larger
A visual interpretation of customer-based brand equity, used to develop the proposed move from recognition to relationship. The diagnosis is the author’s judgement, not a customer survey. Framework: Keller (1993). King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: A four-stage bridge compares interpreted current UBS client meaning with proposed target meaning.View larger
A proposed current-to-target bridge across identity, meaning, response and relationship. These are strategic interpretations and desired outcomes. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: An author-assessed five-criterion benchmark compares UBS, Morgan Stanley, HSBC and a proposed UBS target.View larger
Illustrative benchmark of public propositions, scored by the author from one to five. The proposed target is a design ambition; the scores are not measured customer perceptions. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: Qualitative positioning map places three wealth brands on human accountability and visible technology axes.View larger
An illustrative positioning map proposes a combination of visible AI and human accountability. Placements are the author’s interpretation of public communications. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: A brand-iceberg diagram separates a proposed visible UBS promise from the operational support below it.View larger
The proposed brand promise rests on systems, controls, training and review. This applies the Brand Iceberg idea to the independent UBS strategy. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: A qualitative matrix places succession, business sale and other life events by complexity and human consequence.View larger
A proposed prioritisation matrix for a pilot around complex life events. Positions and bubble sizes are judgement-based selection aids, not market-size estimates. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: A proposed advice-service blueprint maps the client, adviser, digital evidence, backstage systems and controls before, during and after a meeting.View larger
A proposed service blueprint makes the brand idea concrete across preparation, the meeting and follow-up. It describes a future experience, not an existing UBS workflow. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: Four illustrated panels connect programme investment, client mindset, client behaviour and proposed brand outcomes.View larger
A proposed brand-value and measurement model. The arrows identify relationships to test, not demonstrated causal effects or reported business results. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: A numbered heatmap places six proposed AI-advice risks by illustrative likelihood and impact.View larger
Illustrative risk-rating exercise with proposed controls. Ratings are planning judgements requiring validation with operational teams. King’s College London Master’s in Marketing case study; not UBS-approved or live.
Academic case study: A proposed UBS governance roadmap combines risk controls with four stages from definition to scaling.View larger
Author-developed proposed roadmap for governance, testing and staged implementation. The schedule is illustrative; “Proven in practice” is concept copy, not a claim of completed deployment. King’s College London Master’s in Marketing case study; not UBS-approved or live.

The brief

Develop a brand strategy case study for my Master’s in Marketing final paper at King’s College London, exploring how technology could support a premium advice experience while keeping human responsibility visible.

My contribution

  • Brand audit and positioning
  • Campaign concepts and simulated placements
  • Service journey and blueprint
  • Proposed measurement and governance

The approach

Make the relationship between technology, adviser and client understandable through a proposed brand promise, experience and visual language.

What the work shows

The final paper received a Distinction. Eighteen concept and strategy visuals show how the proposed brand idea could carry through advertising, service design and measurement. All are academic proposals; no campaign, advertising placement or service experience was launched.

Read the academic case study (opens in a new tab)

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