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Context and objectives
  • Following a large public offering for its investment bank, this major European cooperative Bank wanted to reaffirm its cooperative roots and identity
  • The objective was to work with the Board representatives and senior management team to identify specific market differentiation elements based on the ‘cooperative distinctiveness’ of the bank
Approach
  • Conducted an extensive review of different cooperative practices carried out by cooperative banks across the world
  • Reviewed current practices and spend associated with cooperative mission of the bank
  • Prepared and facilitated a meeting involving all Board representatives and senior leaders of the bank to identify key differentiation vectors associated with the cooperative mission of the bank
  • Defined specific differentiation strategies associated with products, services, member privileges and community actions
  • Developed a comprehensive branding approach for developing a cooperative advantage for the bank
Results
  • Bank developed a new advertising plan based on the targeted positioning
  • Integration of all cooperative-based initiatives within the Strategy & Marketing group to support the new positioning of the Bank
  • Development of an integrated strategy to deploy the new positioning based on branch servicing, products, specific member advantages and community-based actions