Together instead of alone
Bank Marketing: Thirty-one regional banks began 2004 under the new umbrella brand Clientis. This presented a challenge for the communications specialists at Ramstein Ehringer Associates.
Bank marketing 31 regional banks started 2004 under the new umbrella brand Clientis. A challenge
for the communications specialists at Ramstein Ehringer Associates.
According to consumer surveys, regional banks have been able to distinguish themselves from large financial institutions in recent years: Values such as customer proximity, reliability and advice as well as the absence of affairs are appreciated, although earnings have suffered from the relatively expensive retail sector, a lack of cost synergies and limited capital market capability. After two and a half years of concept realization, 31 regional banks have now joined forces under the umbrella name Clientis. The aim is to jointly improve competitiveness and realize economies of scale by bundling volumes, IT and marketing.
The Group now has 105 branches with 747 employees and generated total assets of around CHF 14 billion and a profit of CHF 41 million in 2002.
Pitch winner Ramstein Ehringer Associates AG (REA), based in Basel and Zurich, was entrusted with the development, design and strategic direction of the new umbrella brand as well as the implementation of the integrated communication and marketing mix - from name development to the website. Co-owner Walter Ramstein: "For us, the initial situation was the proverbial green field, as everything had to be developed from scratch."
Attractive common denominator "The challenge for us was to integrate the 31 banks into the joint branding and identity process and to implement the concepts uniformly across the Group," explains Ramstein. The complexity of the project is due to the heterogeneity of the banks, which are scattered throughout Switzerland and remain independent. As different as their sizes are, so different are their portfolios and experiences. However, the goal was clear for all of them.
Hans-Ulrich Stucki, Director of Clientis AG: "The joint market presence is an integral part of our strategy. It increases awareness of the Clientis banks in the market and gives us a clear, independent profile as a group." This makes them much more recognizable than if each bank were to present itself individually with its own brand.
REA worked with the client to develop a brand that would express the consistent focus on the customer at all levels. The new umbrella brand deliberately integrates the traditional bank names. In this way, the regional anchoring is credibly continued and the previously familiar brand values are specifically transferred to Clientis.
The graphically shaped appearance does without the hackneyed key motifs of happy customers. The unifying trademark symbolizes a forward-looking dynamic and stands as a seal of quality for the banks networked within the Group.
With the aim of integrative standardization, REA has prepared all communication tools in modular form and content - similar to an industry standard. Those responsible at the banks were trained in workshops to implement the tools according to their own needs, but in a uniform manner across the Group. All elements are now practically ready to use - whether for the design of print media and advertisements, the annual report or for marketing campaigns and direct mails.
Uniform appearance: The 31 regional banks of RBA.
Luca Aloisi
for the communications specialists at Ramstein Ehringer Associates.
According to consumer surveys, regional banks have been able to distinguish themselves from large financial institutions in recent years: Values such as customer proximity, reliability and advice as well as the absence of affairs are appreciated, although earnings have suffered from the relatively expensive retail sector, a lack of cost synergies and limited capital market capability. After two and a half years of concept realization, 31 regional banks have now joined forces under the umbrella name Clientis. The aim is to jointly improve competitiveness and realize economies of scale by bundling volumes, IT and marketing.
The Group now has 105 branches with 747 employees and generated total assets of around CHF 14 billion and a profit of CHF 41 million in 2002.
Pitch winner Ramstein Ehringer Associates AG (REA), based in Basel and Zurich, was entrusted with the development, design and strategic direction of the new umbrella brand as well as the implementation of the integrated communication and marketing mix - from name development to the website. Co-owner Walter Ramstein: "For us, the initial situation was the proverbial green field, as everything had to be developed from scratch."
Attractive common denominator "The challenge for us was to integrate the 31 banks into the joint branding and identity process and to implement the concepts uniformly across the Group," explains Ramstein. The complexity of the project is due to the heterogeneity of the banks, which are scattered throughout Switzerland and remain independent. As different as their sizes are, so different are their portfolios and experiences. However, the goal was clear for all of them.
Hans-Ulrich Stucki, Director of Clientis AG: "The joint market presence is an integral part of our strategy. It increases awareness of the Clientis banks in the market and gives us a clear, independent profile as a group." This makes them much more recognizable than if each bank were to present itself individually with its own brand.
REA worked with the client to develop a brand that would express the consistent focus on the customer at all levels. The new umbrella brand deliberately integrates the traditional bank names. In this way, the regional anchoring is credibly continued and the previously familiar brand values are specifically transferred to Clientis.
The graphically shaped appearance does without the hackneyed key motifs of happy customers. The unifying trademark symbolizes a forward-looking dynamic and stands as a seal of quality for the banks networked within the Group.
With the aim of integrative standardization, REA has prepared all communication tools in modular form and content - similar to an industry standard. Those responsible at the banks were trained in workshops to implement the tools according to their own needs, but in a uniform manner across the Group. All elements are now practically ready to use - whether for the design of print media and advertisements, the annual report or for marketing campaigns and direct mails.
Uniform appearance: The 31 regional banks of RBA.
Luca Aloisi
