In March 2020, Galapagos had the opportunity to speak at the Michigan Bankers Association’s BEST Conference in Traverse City about the alignment of culture and brand. Part one of a two-part series appeared in the March/April 2020 issue of mBanking Magazine.
JUST BE YOURSELF. THE KEY TO SUCCESSFUL REBRANDING.
Every bank has a brand. Every bank has a culture. When brand and culture align great things happen. Why? Because when people share core values, and believe in a company’s purpose, they become more engaged, more likely to see value in the company’s offering and more likely to buy. Unfortunately, all too often, brands are overhauled without any attention paid to the culture – and when that happens, the results can be bad. So, what are the key considerations that give your rebranding efforts their best chance of success?