DBS Bank has stopped using its tagline «Living, Breathing Asia» and has introduced a new one. The firm signals time has come for a new way of banking.
DBS Bank set aside an initial S$30million to portray its new brand to markets across Southeast Asia, Greater China and South Asia, the company said at a media conference. Tribal Worldwide Singapore was involved in the rebranding project.
The presentation also saw Piyush Gupta, CEO of DBS Bank, who said that the DBS brand currently is valued at US$6.5 billion.
Next-Generation Singaporeans
Following the move, the bank will be rolling out a new brand marketing campaign across all markets in coming months, starting with Singapore. This includes ten video clips in a campaign which also comprises digital assets, print, cinema as well as content marketing.
The new campaign will involve Singaporean Olympian Joseph Schooling (pictured above), who recently signed a three-year partnership with the bank to reach out to next-generation Singaporeans through a series of community activities and social media engagements, as finews.asia reported earlier.
Doubled in Size
Since the introduction of «Living, Breathing Asia» in 2006, DBS has doubled in size, doubling its income to S$11.9 billion and net profit to S$4.39 billion. It has also more than tripled its market capitalization, from S$20 billion in 2006 to S$75 billion today, according to the statement.
Currently it boasts to be the only Asian bank with a presence in three key axes of growth – including greater China, South Asia and Southeast Asia.
