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Marketing Connected
Marketing Connected is your weekly low-down on the inspiring stories across Southeast Asia's marketing, advertising, and media industry. Visit our website at www.marketing-interactive.com for the latest updates in the marketing and advertising industry.
Marketing Connected
DBS doesn't want to be a traditional bank
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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.