Unlocking archetypes to humanise a bank

Financial Services Consulting

Unlocking archetypes to humanize a bank_

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
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