At BBVA Compass, banking is far from a mundane task on the day’s to-do list. It’s an experience.
Committed to helping its customers give back to their communities, BVA Compass has a new tagline, “banking on a brighter future,” the result of a massive rebranding effort to position banking as a seamless, transparent, and trusted experience for the customer across every touch point.
One focus was shaping the company voice to a “more emotional” tone in an effort to connect with customers in a more authentic way than traditional banks do, explained Jennifer Dominiquini, CMO of BBVA Compass, the U.S. banking subsidiary of Madrid-based global bank BBVA, which is also the most prominent bank in Mexico and has a significant presence throughout Latin America and Europe.
“What we identified when we rolled out the brand was that many people saw banking as transactional, and many people don’t talk about their bank in the same light as they do their favorite coffee shop or their favorite retail store or their favorite place to hang out,” Dominiquni said. “At the end of the day, our desire as a bank is to be there with you through thick and thin from the very beginning, through every stage of your life or your company’s journey.”
Additional highlights from this week’s CMO Radio show include:
- Transforming from a traditional bank to an engaging brand (5:41)
- Ensuring every customer touch point exudes the brand (9:45)
- Streamlining digital tools for brand banking success (15:43)
- Collaboration across country lines (20:39)