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BRANDING NEWS: Credit Suisse cuts retail ties with global rebrand

The Credit Suisse Group has combined its corporate banking services under one brand in an effort to distinguish it from the retail arm in Switzerland and position it as a global institution.

Aiming for a 'one bank' strategy it has collectively rebranded the investment bank – previously known as Credit Suisse First Boston – the private bank and asset management services to 'Credit Suisse'.

Oswald J Grubel, CEO of Credit Suisse, comments, “The implementation of a single brand name underscores the fact that we are making our bank's entire expertise available to our clients globally via a single source.”

The bank worked with UK branding consultancy Enterprise IG on the project. A stylised, sail-like symbol has replaced the old logo of blue and red blocks which was more reflective of its domestic retail offerings than its global corporate services.

The new logo's stylised lettering, the use of slate blue and the sail symbol – which draws on elements of First Boston's clipper ship logo – along with the new tagline 'thinking new perspectives' aims to give the brand a more global, premium feel. Though it's also playing on the traditional values of security which are synonymous with Swiss banking by alluding to 'Suisse' in the name.

A global marketing campaign started in January to raise awareness of the new brand including advertising, sponsorship, direct mailings and the illumination of its five major buildings in key countries.

Customers – including the C-suite in financial institutions and pension companies – have been informed of the new brand via a letter.

In an effort to raise awareness amongst a wider business audience, television advertising is running on news channels Bloomberg, CNN and CNBC. The bank has also signed a sponsorship deal with a new CNBC global programme, Worldwide Exchange which it claims is “the first truly global daily news programme”. This is supported with online and press advertising.

The launch was marked with the illumination of Credit Suisse HQs in Hong Kong, London, New York, Singapore and Zurich for one week.


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