CIBC Brand consistency for a complex organization
The SituationCIBC is the fifth-largest bank in Canada, with a market capitalization of $35 billion and a national branch network spread across the country. Prior to engaging BrandActive, the bank had attempted to roll-out three different new visual identities, but lost significant momentum each time before completion. As a result, the CIBC brand was highly fragmented, with numerous variations of its visual identity appearing in the market.
The ChallengeWith a client of such organizational complexity and geographic scope, the challenge was to develop and execute an approach that would ensure brand compliance and consistency across the entire organization—a $13 billion business with 1,200 branches and 45,000 employees.
The SolutionBrandActive began by conducting a gap analysis of the existing implementation plan and project organization. Next, we developed a solution that involved creation of a centralized management and reporting structure, a help desk, and enough hands-on support to convert specific branded assets across multiple divisions, both within the bank and outward to third parties (e.g., conversion of third-party websites).
The ResultsOn everything—from credit cards to retail locations to ATMs and thousands of documents and forms—BrandActive helped achieve consistent and efficient brand implementation, touching all areas of the organization.
“Consistent brand application across all touchpoints and regions.”
“CIBC selected BrandActive for its highly disciplined approach and ability to maneuver across a large, complex organization. The partnership resulted in the conversion being completed within the timetable and budget established.”Beth McDougall, Former Vice President, CIBC