Piraeus Bank Romania
A new banking relationship, built on warmth and openness
Piraeus Bank Romania was one of the top ten banks operating on the Romanian market, with strong business growth until 2009. In 2010, in a difficult market context caused by the worldwide recession and compounded by the crisis situation of Greece, the bank’s management team commissioned Brandient to devise a new brand platform able to better help the business in the new economic and social context.
Over the booming pre-crisis years, the Romanian banking industry had been defined by accelerated growth, commoditization and banking brands built mostly through brand image rather than brand experience. Brandient began with a rigorous audit of the bank’s identity, tone of voice, communication and in-branch experience, alongside market research and analysis. Building on the strengths the business had earned — solid growth, and positive associations in the minds of consumers able to sustain the soft values of a committed relationship, loyalty and openness — Brandient read the emerging post-recession stage as demanding a different type of relationship in banking: longer-term partnership, transparent information, fairness and strong loyalty, as opposed to the "here and now" values of the economic boom.
Brandient reframed the moment as an opportunity and built a distinctive positioning around a warm, people-centered banking promise — a bank with a genuinely human, relationship-led character that treats customers as equals and partners rather than account numbers. The platform paired the rational fundamentals every bank needs, modernity and determination, with the softer, differentiating qualities of trust and a personal touch. It was expressed through a clear positioning idea, a recommended brand slogan and a creative concept celebrating human connection across advertising, retail and digital channels, strengthening the business and showing commitment to its customers’ current needs.
Brandient then facilitated the understanding of internal branding’s role for a service brand and gave it a creative form: an internal communication campaign — posters and banners, employees’ newsletter, premiums — enhanced by brand engagement sessions with both top management and front desk, engaging employees as the most important vector of the new type of relationship. A follow-up phase developed and pre-tested candidate slogans together with the leadership team, ensuring the final line was both appealing to customers and a true reflection of how the organization actually behaved.
Client:
Piraeus Bank Romania
Industry:
Banking, Financial Services and Fintech
Project type:
Rebranding — Brand Repositioning
Date:
2010
Services:
Brand Audit
Brand Positioning
Communication Design
EVP and Employee Brand Engagement
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