CIMB: Preferred & Private Banking

Challenge

CIMB: Preferred & Private Banking

CIMB was struggling to engage high net worth individuals and was concerned about the lack of consistency in brand presentation and messaging in content targeting these key segments.

They asked us to develop comprehensive brand messaging guidelines for their affluent wealth segments — Preferred & Private Banking. The goal being to ensure communications resonate with the said segments, helping the brand to stand out in a competitive space and crucially begin relationship development with these important customers.

Solution

Targeting affluent segments in a small, competitive environment requires content that resonates with those segments quickly and efficiently. Fusionbrand developed a robust brand messaging framework to help CIMB communicate better with these lucrative audiences.

This included messaging guidelines with keywords for each segment, do's & don'ts as well as messaging samples that tie back to CIMB's overarching brand purpose and supporting brand pillars.

Brand messaging guidelines for CIMB
Outcome
  • More tailored, relevant communications that resonate more directly with prospects and customers, connecting them with the brand, leading to more leads, improved customer loyalty and retention while blocking the competition.
  • Improved Brand perceptions.
  • More qualified leads.
  • In 2024, CIMB announced 4Q/2023 profits up 30%.