Most hardened marketing executives would argue that for a bank, the tagline of ‘Live more, Bank less’, goes against core business objectives.
Shouldn’t the plan centre around driving utilisation through luring customers onto platforms or through the door into branches? Shouldn’t banking be an important daily or weekly function embedded into everyday life?
Perhaps more than 50 years ago, when DBS Bank first launched, such an approach would suffice.
Granted, the tagline is the product of an opening rebrand investment of S$30 million, but underneath the campaign lies a truth – DBS is a digital bank.