DBS evolves decade-old brand positioning
Launched its mini-web series DBS Sparks, inspired by true stories. Finale stars Sachin Tendulkar
DBS today signalled that the time has come for a new kind of banking and is evolving its positioning to “Live more, Bank less”. Its bold new brand promise reflects the belief that in the digital era, it needs to deliver banking that is so simple, seamless and invisible, that customers have more time to spend on the people or things they care about.
Highlighting how ‘live more bank less’ has been part of DBS’s work culture, the bank today also launched its mini-web series DBS Sparks. The web series is inspired by true stories where DBS has enabled the concept of bank less among its employees. The season finale of the series features the story of Sachin Tendulkar. The webisodes detail DBS’s role in sparking up the sports star's vision and how both i.e. Sachin and DBS enable living a more enriched life.
Said DBS CEO, Piyush Gupta, “In the last 10 years, we have successfully
established ourselves as a leader in Asia banking. While we remain rooted to Asia, Asia
is rapidly changing, like the rest of the world. With the ubiquity of the smartphone, the
explosion of data and the rise of the sharing economy, customer behaviours are
dramatically different from what they were before. Customers want a new kind of
banking. Having made reimagining banking a priority in the last few years, we believe we
are well-placed to personify and embody banking of the future.”
Highlighting how ‘live more bank less’ has been part of DBS’s work culture, the bank today also launched its mini-web series DBS Sparks. The web series is inspired by true stories where DBS has enabled the concept of bank less among its employees. The season finale of the series features the story of Sachin Tendulkar. The webisodes detail DBS’s role in sparking up the sports star's vision and how both i.e. Sachin and DBS enable living a more enriched life.
Said DBS CEO, Piyush Gupta, “In the last 10 years, we have successfully
established ourselves as a leader in Asia banking. While we remain rooted to Asia, Asia
is rapidly changing, like the rest of the world. With the ubiquity of the smartphone, the
explosion of data and the rise of the sharing economy, customer behaviours are
dramatically different from what they were before. Customers want a new kind of
banking. Having made reimagining banking a priority in the last few years, we believe we
are well-placed to personify and embody banking of the future.”
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