Commercial Bank’s rebranding strategy won honours from two distinct award-giving bodies in the industry, beating other competitors such as Lloyds Bank, First Direct/HSBC, and other leading financial institutions.
Commercial Bank’s rebranding strategy won awards from two distinct award-giving bodies in the industry, beating other competitors such as Lloyds Bank, First Direct/HSBC, and other leading financial institutions.
Commercial Bank recently won the gold prize in the financial services category at the 2014 Transform Awards for branding held in London. The company was also recognised as one of the world’s most effective rebrands at the 2014 Rebrand 100 Global Awards held in the US.
Commercial Bank was among a select group of winners, including American Airlines, Cancer Research UK and Myanmar Tourism, chosen by an international panel of industry experts during the competition on excellence in brand repositioning.
Commercial Bank chief executive officer Abdullah Saleh al-Raisi said: “We are delighted to win these globally-recognised rebranding honours. Commercial Bank is inspired by Qatar and the enduring innovative spirit and ambition of its people. Using the opportunities provided by Qatar’s dynamic economy, we support our customers in achieving their goals as encapsulated in our brand promise — ‘everything is possible.’”
Al-Raisi explained that the Transform Awards are the industry benchmark for brand evolution, brand development, and brand transformations with categories that focus on strategy, execution, content, and evaluation.
On the other hand, he noted that Rebrand 100 Global Awards is the world’s leading resource for brand transformation case examples and expertise.
Last year, al-Raisi said, Commercial Bank implemented an evolution of its brand identity “to stay abreast with emerging digital trends and to strengthen its position as a regional banking leader.”
Al-Raisi explained that the bank’s four crescents “are now set against a changing colourscape of vibrant colours inspired by the sky of Qatar at dawn, daytime, dusk, and at night.”
The rebrand has been applied across a wide range of “customer touchpoints,” including the bank’s branches, cards, mobile banking applications, and website. The colour of Commercial Bank’s website pages regularly change depending on the time of day customers visit the site.
Al-Raisi added that the design and performance of the website were also enhanced “in direct response to customer wishes for easier and quicker secure transactions online, identical pages in both Arabic and English, and the availability of 24-hour, digital banking services.
