FRANKLY speaking…

not too long ago, a friend of mine mentioned that only the older generation uses OCBC cards. I didn’t know there was such a perception.  Well, even if there was, I think OCBC would have managed to quash that perception with FRANK.

Gen-Y has baffled not only parents, educators, employers but also marketers. We’re a whole new ball game to them. I’ve been asked several times what I think of this generation during interviews. They are not identical though across geographical borders. Subtle differences exist. Maybe we shall explore that, another day?

The brand strategy behind this is indeed very solid, backed up with crowdsourcing and in-depth groundwork.  The way the strategy has been executed, be it through the 100 card designs and the interactive retail store concept is very strongly tied to its brand values –  honest, sincere
reliable, smart and stylish.  I have been wondering why the branch in SMU was suddenly closed for renovation. It was completely boarded up, so no one could tell what was going on.

I like how OCBC has launched a sub-brand just for us, the Gen-Y. Yes, we like to feel special.

I like how the cards were displayed so tantalizingly – the conventional routine that you have to do for your banking needs have been transformed into a retail experience.

The only issue I have is that I think the images used for the print advertisements could really be edgier. They remind me of advertisements from this particular telecommunications company.

FRANKly, this is a good piece of work.

 

Branding Wars, Really?

http://blogs.straitstimes.com/2010/12/15/branding-wars

More about this later, after I get the school work out of my head, but in the meantime, here are the article link and the quotes:

One thing about branding is that it has to be consistent. It is pointless having a good vibe for a few weeks that cannot be sustained over a longer period of time.

As HSBC has found, it can have ads plastered on airport walls and street corners about how it is the “world’s local bank” but at the end of the day, it isn’t going to guarantee performance in all markets.