When DBS launched its brand positioning in 2018 to ‘Live More, Bank Less’, the industry saw it as a “bold move”, according to Karen Ngui, managing director, head of group strategic marketing & ...

This content is provided by an external author without editing by Finextra. It expresses the views and opinions of the author. After more than a decade of establishing its Asia heritage with “Living, ...

What do you do when you discover your new brand philosophy is already in use by another player in your industry? Australia's Bankwest decided to stick to its guns.