DBS Bank drops 'Living, Breathing Asia' tagline in SG$30m ...

DBS Bank has changed its tagline from “Living, Breathing Asia” to “Live more, Bank less”, the former being the company's brand promise since ... Search... Home News Agencies Opinions Analysis Media Tech CONTENTHUB TUNEIN BrandHighlights PartnerInsights Premium Details StaffWriter 15May2018 SingaporeNews DBSBankhaschangeditstaglinefrom“Living,BreathingAsia”to“Livemore,Bankless”,theformerbeingthecompany’sbrandpromisesince2006. AninitialinvestmentofSG$30millionhasbeensetasidetobringthisnewbrandpropositiontomarketsthebrandhasapresenceinacrossSoutheastAsia,GreaterChinaandSouthAsia,thebankrevealedatamediaconference.ThepresentationalsosawPiyushGupta,CEOofDBSBank,revealingthat currently,theDBSbrandisvaluedatUS$6.5billion. Followingthemove,thebankwillberollingoutanewbrandmarketingcampaignacrossallmarketsitispresentincomingmonths,startingwithSingapore.Thisincludes10videocollateralsinacampaignwhichalsocomprisesdigitalassets,print,outofhome,cinemaaswellascontentmarketing. TribalWorldwideSingaporewasinvolvedindevelopingtheworkfortherebrand. Thesedifferentcampaignslooktoaddressthebank'sdifferentcustomersegments, KarenNgui,headofDBSgroupstrategicmarketingandcommunications,added.Thisincludes: "Livemore,Bedistractedless"whichlookstodisplayhowcustomerscankeepfocusedonthingswhichmatter. "Livemore,Keepguessingless"to showcasebankingwhichisdirect,simple,intuitiveandnatural. "Livemore,Beglumless"whichremindscustomersnottoletanyonerainontheirparadebecausebankingissimplesmartandcoverseverythingyouneed. "Livemore,doitaloneless"aspartofitsDBSbusinessclassservicewhichaidsentrepreneursandensuretheydonotfeelalone. "Livemore,Missoutless"ispartofDBS'iWealthservicetoallowcustomerstofindopportunities,tradeandsellshareatanytime. "Livemore,Payless"meanwhileislinkedtotheDBSLifestyleapp. "Livemore,Ouchouchouchless"whichlookstoshowcaseitsservicesaspersonalised,customisedandvirtuallypainfree. “Aswehavereimaginedbanking,wealsohavetore-imaginemarketing.Ithinkmarketinginthepastusedtobehowwe[asmarketers]interruptyou,forexamplethroughcommercialbreaks.ButIthinkmarketingtodayishowweimmerseourselvesintowhatwedoandtrulyunderstandwhatmatterstoyoumost,”Nguiexplained. ThenewcampaignwillalsoinvolveSingaporeanOlympianJosephSchooling,whorecentlysignedathree-yearpartnershipwiththebank toreach outtonext-generationSingaporeansthroughaseriesof communityactivitiesandsocialmediaengagements. [gallerylink="file"columns="4"ids="221870,221902,221903,221904,221905,221906"] Thenewbrandpromisereflectsthebeliefthatthedigitaleraneedstodeliverbankingthatissosimple,seamlessandinvisiblethatcustomershavemoretimetospendonpeopleandthingstheycareabout.Italso lookstoencapsulatemanyaspectsoftheDBSbrandandenableitscustomerstolivehassle-freewithinvisiblebanking,seizelife’sopportunitiesandlivinglargerthanthemselves. “Withthedigitalrevolution,bankingisbeingfundamentallyredefined.At50,DBSbankingisatacrossroads.The‘LiveMore,BankLess’ethosembodiesthebeliefthatthebankneedstoremainattheforefrontofchangeinthenext50years,”thestatementadded. Sincetheintroductionof“Living,BreathingAsia”in2006,DBShasdoubledinsize,doublingitsincometoSG$11.9billionandnetprofittoSG$4.39billion.Ithasalsomorethantripleditsmarketcapitalisation,fromSG$20billionin2006toSG$75billiontoday, thestatementadded.CurrentlyitboaststobetheonlyAsiabankwithapresenceinthreekeyaxesofgrowth–includingGreaterChina,SouthAsiaandSoutheastAsia. Mostrecently,DBScameonboardasinvestorforclassifiedmarketplaceCarousellduringitsUS$85millionSeriesCfunding.Thiseffortwasco-ledbyRakutenVenturesandEDBI,withparticipationfromexistinginvestors,500Startups,GoldenGateVenturesandSequoiaIndia.ThiswastoaccelerateCarousell’sproductinnovation andbolsteritstalentanddeeptechnologycapabilitiestoelevatetheCarousellmarketplace. Readalso: DBSgiftsSparks-themedjewellerytostaffinemployeebrandpush DBSBankcrownedkingatMarketing’s2018Mob-ExAwards ASEANbanksontherise:DBSenterstop50globalrankingforthefirsttime DBStakesthestagewithbrandedstand-upcomedyeffort Casestudy:HowDBSleveragedondigitaltostandoutduringthefestiveseason DBShopsonthebunnytraintopromotemultiplieraccount MostRecent APRWandIndia-headquarteredPRHUBformnewPRarmcateredtostart-ups PublicisGroupenamesMDforluxuryarmPublicisLuxe ManulifeelevatesHKCEOtochargeofwholeofAsia Snap'ssharesplunge30%aseconomicoutlook'deteriorates',takesdowntechgiantswithit FendidancesalongwithZicoasbrandambassador AirbnbtowipecleanChinalistingsinJulyasitshutsdomesticbiz EdtechfirmLingoAcenamesex-NBAplayerJeremyLinasfirstglobalambassador SingaporeUpcomingEvents 10 Jun,2022 AgencyoftheYearSingapore2022 15 Jul,2022 LoyaltyandEngagementAward2022Singapore 19 Jul,2022 RetailReset19-20July2022 19 Aug,2022 Mob-ExAwards2022 02 Sep,2022 MarketingEventsAwardsSingapore2022 07 Oct,2022 MarketingExcellenceAwards2022Singapore