Repositioning a bank facing increasing competition

Over the years, this retail and business bank had established itself as a valuable member of local communities outside Moscow. However, competition from international banks and fast-growing Moscow-based banks was increasing. As the bank’s 15th anniversary approached, the management team decided to reposition the bank for the future.

Our employee and market research revealed a number of viable positioning scenarios. By testing the scenarios with customers, employees, analysts and regulatory bodies we were able to build a clear picture of the direction we should take.

The bank’s local and often personal relationships formed the cornerstone of the new positioning strategy under the tagline, “The bank that is always with you.” All employees were trained prior to the launch of a new visual identity and marketing approach that included nationwide PR, outdoor and TV. Growth accelerated and the bank entered the credit crisis as one of the strongest in the market.

Company description

Vozrozhdenie Bank is a leading retail and business bank with 140 locations throughout Russia. Listed in 1991, it was the first bank traded on the Moscow Stock Exchange and is widely recognized for its transparent business practices. (USD 4.5b in assets, 6,000 employees)

Quadric scope

Positioning strategy
Visual identity
Internal training and communications
Nationwide launch communications

Outcome

United corporate and branch management
Increased recognition in financial and general media
Dramatically increased valuation