Brand evolution playbook for modern banking rebrands скачать в хорошем качестве

Brand evolution playbook for modern banking rebrands

Brand evolution in banking requires more than a new look. It demands operational discipline. In this webinar, Brand Evolution Playbook, senior brand leaders from Citi, Truist, and Gesa Credit Union share how to modernize banking brands without disrupting customer trust, budgets, or timelines. This session explores how marketing leaders can move brand out of theory and into execution, especially during mergers, acquisitions, and large-scale transformations. You’ll hear real-world lessons on phased rollouts, budget trade-offs, leadership alignment, and how to avoid the “messy middle” that confuses customers and employees alike. Rather than chasing trends, the conversation focuses on renewed relevance through disciplined brand evolution by balancing growth, efficiency, and credibility with boards, CFOs, and regulators. What you’ll learn: How to operationalize brand during M&A and transformation Phased vs. “big bang” rebrands, and how to choose How CMOs can defend budgets using data and business outcomes Common rebrand pitfalls (and how to plan for them) Why internal alignment is critical before external launch Chapters: 0:00 – Why brand evolution is a business mandate 3:01 – What “renewed relevance” really means for banks 5:45 – When rebrands start: the boardroom moment 8:52 – Phased vs. full rebrands: cost and complexity 11:03 – Defending brand budgets with executives 15:15 – Using data to prioritize what to change or retire 20:07 – The biggest operational barriers to rebranding 22:21 – Real-world rebrand challenges and failures 32:06 – First 30 days after receiving a rebrand mandate 36:36 – Avoiding the “messy middle” in rollout 42:42 – Career advice from leaders who’ve done it before 46:09 – Lessons learned from large-scale rebrands 52:18 – Expanding brand impact with limited budget 56:15 – Final takeaways on modern banking brand evolution