Case Studies

CHALLENGE:

• After acquiring the RBS operations in Pakistan, Faysal Bank suddenly had a very diverse portfolio of products with specific communication needs.
• As a result, both internal and external communication became inconsistent. The corporate brand stood for nothing!

OBJECTIVES:

• Using various research and agency planning tools, weave a brand essence for Faysal Bank.
• Develop a brand communication and identity guideline that assures clear, consistent communication without any compromise on individual product needs.

BIG IDEA:

• Brands stand for their ACTS, not just their ADS. “Bank on Ambition” was crafted as the brand essence after a lot of research and brainstorming.
• Comprehensive, flexible and evolving brand guidelines were developed and implemented in a 2-year long project

RESULT:

The campaign achieved:

• Synergy across all brands, sub-brands and JVs
• 11% increase in brand awareness and TOM
• Training of the entire corporate brand, marketing communications and product management teams on the new brand, its guidelines and usage