CHALLENGE
- Although established as one of Sri Lanka’s oldest banks and boasting a dynamic product portfolio, the institution lacked a distinctive differentiator and youthful ethos
- There was little clarity on which space they were operating in and what their core competencies were
- Their brand tagline lacked meaning and relevance to their consumer and current operations
APPROACH
- Framing the problem and defining the current status with client custodians and key stakeholders
- Define the meaning the brand has created in the consumer’s life and land on a brand archetype
- Exploring and dimensionalising the identified ‘opportunity spaces’ through in-depth interviews and secondary research
- Co-creation workshop to shortlist opportunity spaces and writing the brand manifesto
IMPACT
- Identifying key business challenges and critical success factors for the brand
- Opportunity spaces that address core needs of consumers
- The future imagination of touch points and experience in selected opportunity spaces
