new brand promise
AI Powers Citizens Bank's New Millennial-Focused Rebranding Campaign
That's especially so in financial services where most banks and credit unions offer commodity-like products and say their brand stands for "service" or "value" or "convenience." If everyone else is saying the same thing, it doesn't matter if you're the best. The search for that elusive attribute to set it apart led Citizens Bank to roll out a new "brand platform," as the Rhode Island-based regional bank puts it. Others might call it a new brand promise. Either way it was a sharp change from the pedestrian message they had before.