Accelerating digital trasformation with branding

Eurobank Ergasias SA is a Greek bank with a wide range of financial services, ranging from retail and business banking to wealth and capital management. One aspect of the business transformation was to create an effective brand platform for the digital age.

Challenge

How to create evaluation criteria that are relevant across business segments and ensure that they are  applied objectively to branding scenarios?

Solution

Eurobank was recommended to change its brand architecture from a house of brands to a monobrand, enabling it to efficiently build digital platforms and offer seamless customer experiences to increase digital sales volume and value.

KPIs

• Brand image
• Utilisation of digital channels
• Conversion of existing customers to digital channels

Deliverables

• Digital brand architecture
• Digital brand strategy

Impact

Eurobank has digitalised its core banking products and customer journeys and successfully transferred the majority of its customers to the digital channel.

Team

Eurobank assigned Fjord Milan by Accenture Interactive to lead the project. Fjord, in turn, hired Ross Republic’s head of strategy to steer it.

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