• Creating and launching a new brand to tell MB’s transformation story


Challenge

In 2018, MB Bank (Military Commercial Joint Stock Bank), one of the largest financial groups in Vietnam, initiated a multi-year transformation program in partnership with Prophet, to become a digital-first, customer-centric bank with an ambitious goal of aggressively growing its customer base.

After in-depth customer research, MB learned that it was seen as dated and uninspiring. The bank needed a more modern and fresh brand to attract new customers.

The bank’s hallmark 25th Anniversary in November of 2019 presented the perfect opportunity to launch the new brand, reflecting the bank’s transformation to become more modern, digital and customer-centric.

Solution

In line with their ambition, we developed a new brand platform that captured the essence of MB’s transformation to be a modern bank that enriches the future of people and businesses. The new brand anchored in the promise that customers would get access to banking that is innovative, trustworthy and as convenient as possible. We also created a tagline to sum up the essence of the new brand – Intelligent Banking. Enriching Your Future.

In parallel, Prophet also created a new logo and designed a comprehensive visual system with key assets to bring the new brand to life.

 

We then worked with MB and local partners to plan and launch the new brand in market. We designed a suite of internal assets to educate and generate excitement among employees, including an internal website, posters, videos and photobooths. We also supervised the creation of an external advertising campaign including a brand video and OOH assets to be displayed throughout Vietnam, through strategic media planning.

Results

The new brand, logo, and tagline were first shared internally during MB’s Gala Dinner to inspire and educate employees and to prepare the organization for transformation. The rebrand was then officially launched to the public on the day of MB’s 25th Anniversary, marking the next chapter of their growth on their journey towards transformation.

MB Bank was awarded Most Improved Bank of the Year for its refreshed brand platform along with two other awards at The Asian Banker Vietnam Awards 2020.

“We are delighted to have a trusted strategic partner in Prophet, and they have played a crucial role in our very important transformation journey. We are very proud of the rebrand, and of our fresh, new, modern look and feel. The rebrand launch has greatly inspired our staff internally, and created an important signal of change externally. This is the first of many moves to come as we evolve towards becoming a digital-first bank, and it has been very well received in the market.” -Mr. Thai, CEO of MB Bank

Impact

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Discussions sparked about the new logo on the day of launch

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Daily social mentions of MB Bank at the day of launch

testimonial

Mr. Thai

CEO, MB Bank

"We are delighted to have a trusted strategic partner in Prophet, and they have played a crucial role in our very important transformation journey as we evolve towards becoming a digital-first bank."

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