BRD Societe Generale
Leadership means responsibility over the new times
In 2010, BRD Société Générale was the second leading bank of Romania, perceived as the most modern and successful bank of the market — a bank lately operating in an environment of major shifts in consumer behavior and expectations, essentially affecting the quality of the relationship the bank has built with its customers over the years.
To answer the complex needs derived from the emergence of the economic crisis, combined with the need for a local brand alignment to the strategic corporate program issued by the headquarters — and in an internal organizational move for refreshing the brand — BRD Société Générale approached Brandient with the brief of a local articulation of the brand, requiring a new positioning promise.
Brandient conducted a brand audit with the bank’s top management and external stakeholders, together with market research across segments. The positioning that emerged redefined leadership for the times: leadership as social responsibility — a bank directly committed to the personal and community development of its customers. The promise was carried into the creative platform sustaining the brand image and into the brand experience itself, through internal CRM programs.
Client:
BRD Societe Generale
Industry:
Banking, Financial Services and Fintech
Project type:
Brand Consultancy Specific Solutions
Date:
2010–2011
Services:
Brand Audit, Brand Positioning
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