Liberis: Breathing fresh air into the SME finance market

This case study describes how Merchant Cash Express (MCE), the market leader of business cash advances for small businesses in the UK, redefined its brand to set itself apart from the bad press of the competition.

Liberis: Breathing fresh air into the SME finance market

Coley Porter Bell

Executive summary

It was the classic combination of a great product, but not such a great brand. Herein lies proof of the power of brand design in making people really sit up and take notice.

Merchant Cash Express (MCE) was created in 2007, based on the idea that SMEs were not finding the funding answers they needed in the existing marketplace. They were the first company in the UK to offer funding through credit and debit card "factoring" and had great ambitions to be the first point of...

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