Migros Bank

All touchpoints — from the bank card to various communication materials to the branches — were redeveloped based on the strategy and principles. In order to complete the changeover efficiently, in terms of both time and resources, not all touchpoints were renewed at the same time, but on a rolling basis. To this end, it was important to ensure that "old" and "new" could coexist for a while. Over a period of six months, a dedicated project office of more than 20 employees from the Brand Leadership Circle translated the content and design of all brand touchpoints into the new brand tonality and identity.

The numerous other initiatives that will help to achieve the positioning goal are continuously measured for their effectiveness. For this purpose, a proprietary measurement methodology has been developed that combines transactional and relational measurement approaches.

A future-proof brand that continually evolves for years to come.

Migros Bank's brand strategy is being rolled out continuously and comprehensively. Initial results show that people feel the desired simplicity, clarity, competence and modernity. The uniqueness of the company can be experienced through the brand presence at more and more touchpoints, generating differentiation in the market and relevance among the target groups.

The human and dynamic brand is and remains a central driver of Migros Bank's future strategy. The adaptive brand design concept gives Migros Bank enough freedom to present itself appropriately depending on the context and target group. What’s more, the company's services will not only feel different in the course of the strategy realization, but they will also be made differently — humanly, that is.