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Johannesburg - Standard Bank has launched its first global advertising campaign, targeting 475m people in 30 countries to support its expansion in emerging markets.
In the process, the bank has introduced a new positioning statement, replacing "Inspired. Motivated. Involved." with the bland and meaningless phrase, "Moving Forward".
Recent acquisitions in Nigeria, Kenya, Russia, Argentina and Turkey highlight the bank's broadening international scope, which is not limited to Africa, where it is represented in 18 countries.
The bank is being positioned as a single brand, but "globally focused with emerging markets at the core, and as a strong regional bank," says group marketing and communications director Sarah-Anne Orphanides.
The bank's 50 000 employees in 33 countries were consulted for their views on the bank and its chosen direction. Road shows were conducted in 26 countries to share insights and plans for the future.
Before it decided to become "inspired, motivated and involved" in April 2006, Standard portrayed itself as "simpler, better, faster", a brand promise that was easier for many consumers to relate to.
Group brand director Nikki Twomey said the latest slogan reflects the benefits offered to clients. "How we connect the right bits, at the right time and place, in the right way, to unlock something better and create opportunities that move you forward."
- Fin24.com
