Four years ago, DBS told customers it wanted them to "Live more, bank less". Today, the bank seeks to continue defying the status quo and makes it clear in its latest brand campaign that it is more like a startup, a technie, an eco-warrior and less like a traditional bank.
Karen Ngui, MD and DBS head of group strategic marketing and communications, shares how the new positioning will play into the "Live more, bank less" tagline and how the bank plans to bring the new positioning to life.
Four years ago, DBS told customers it wanted them to "Live more, bank less". Today, the bank seeks to continue defying the status quo and makes it clear in its latest brand campaign that it is more like a startup, a technie, an eco-warrior and less like a traditional bank.
Karen Ngui, MD and DBS head of group strategic marketing and communications, shares how the new positioning will play into the "Live more, bank less" tagline and how the bank plans to bring the new positioning to life.