SINGAPORE, 19 DECEMBER 2019 – MB Bank (Military Commercial Joint Stock Bank), one of the largest financial services groups in Vietnam, officially launched its new brand identity on its 25th anniversary on November 4th, 2019. The refreshed brand platform was developed by Prophet, a leading global consultancy that helps companies to unlock uncommon growth.

Over the last few years, MB initiated a multi-year transformation program to become a digital-first bank and in 2018, started partnering with Prophet to achieve the goal of aggressively growing its customer base. As part of that transformation, Prophet helped MB develop a new brand platform, reflecting the bank’s evolution to become more modern, digital and customer-centric.

In line with MB’s ambition, the new brand platform was anchored in the promise that customers would get access to:

– Banking that is as intelligent and convenient as possible, providing innovative and trustworthy banking solutions that are always in-sync with customers’ on-the-go lifestyle.

– A digital enterprise that helps connect customers instantly to the right people and resources, turning opportunities into reality.

– Trusted guidance to plan better and achieve goals faster.

Prophet also created a marketing tagline for the new brand launch campaign: “Intelligent Banking. Enriching Your Future.”, echoing the essence of the transformation to provide modern banking that enriches the future of people and businesses.

“We are honored to have worked with MB, a company with both a deep heritage and a compelling foresight, to refresh its brand.” said Jacqueline Alexis Thng, Partner at Prophet. “Vietnam is a highly dynamic market where digital innovations are thriving and competing with traditional businesses that are eager to transform. The new brand platform for MB will enable it to appeal to a more modern and younger consumer base as well as blossoming businesses in the digital age. The rebrand will set a strong foundation for its transformation journey to become a digital-first and customer-centric company.”

In parallel, Prophet created a new logo and comprehensive visual identity system together with key assets to bring the new brand to life. The aim of the new visual identity was to  reflect a new MB, one that is more modern, sophisticated, distinctive, human and constantly innovating. Prophet then worked with MB and local partners in Vietnam to launch the new brand internally and in-market on the day of MB’s 25th Anniversary, marking the next chapter of growth on their journey towards transformation. An official brand video was created by Prophet in partnership with T&A Ogilvy depicting MB’s role in banking of the future.

“We are delighted to have a trusted and highly experienced strategic partner in Prophet. 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.” said Mr. Thai, CEO of MB.

Learn more about our work with MB Bank.

About MB Bank

Established in 1994, MB Bank is a leading financial group based in Vietnam with a network of more than 300 branches in Vietnam, Laos and Cambodia and 6 subsidiaries offering diversified services including securities, insurance, consumer finance, fund management, asset management and more. With 25 years of industry experience, MB demonstrates outstanding expertise in risk management, modern IT infrastructure and new market expansion on top of traditional services provided by commercial banks. It is trusted as a reliable and sustainable financial institution.

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About Prophet

Prophet is a consultancy that helps clients unlock uncommon growth by developing new business models, reimagining brands and experiences, driving demand and customer engagement and empowering people to transform their organizations. The largest privately-owned firm of its kind, Prophet brings a unique blend of creative and strategy to identify paths to purposeful, transformative and sustainable growth.

Based in San Francisco, with 14 global offices and more than 500 strategists, data analysts, marketers, digital experts and creatives, Prophet has worked with the world’s most successful companies, including AXA, MB Bank, SAP, UEM Group, Resorts World Genting, Fox Networks and Friesland Campina, partnering with them from ideation to in-market execution.