Challenge
A digital bank from Vietnam needed to develop a cohesive and compelling brand strategy that resonated with its target audience and aligned with its brand positioning, growth story, creative concepts, and activations.
Approach
Quantum developed a brand strategy through the following steps:
Pre-phase Discussions
Engaged client team to identify the brand’s potential positioning, assessed the relevance of 3 brand pillars, selected a growth concept, determined activities aligned with positioning and self-development.
Concept Recycling
Generated potential positioning statements and shortlisted concepts for further refinement.
Post-Exploratory Discussions
Evaluated and validated the shortlisted concepts and activations.
Impact
The outputs from the research were further fed into the development of:
1. Sharper articulation of the digital bank’s positioning
2. Launch of brand story and activation
