UNLOCKING BUSINESS VALUE IN BANKING

Bank BTPN

Bank Tabungan Pensiunan Nasional or Bank BTPN, had successfully re-engineered itself from a small pension banking business into the best mass market bank in Indonesia serving micro-financing customers, pensioners, poor rural communities, as well as the affluent consumer market.

  • SCOPE
  • STRATEGY
  • DESIGN
  • ACTIVATION
  • INDUSTRY
  • CORPORATE
  • FINANCIAL SERVICES

CHALLENGE

However it needed to unlock value in the business with a more cohesive and coherent brand architecture. Their previous brand architecture and name suggested a bank targeting retired civil servants, which was its heritage. Whereas the reality of the merged business acquired by Texas Pacific Group, was that it had started to successfully diversify into promising new segments.

SOLUTION

Through our work with them, we brought a critical view of what was being branded and discipline to the process of thinking about how the larger business was growing. The new brand architecture enabled the business and organization to build reputation credibly and coherently, whilst continually evolving. It also allowed the new products and segments to be fitted into a clear decision-making framework which made sense to customers, as well as the business community and investors.

IMPACT

Through the creation of evocative segment brands, we gave the client and its customer’s greater clarity in nuancing its outreach to different customer segments. This brought coherence and greater confidence for the group as it managed unprecedented growth in from 2010. In 2014, Sumitomo Mitsui Banking Corporation acquired a 40% stake in the bank for US$1.5 billion demonstrating the value of good brand architecture. 

“Once again, Activiste has demonstrated its ability to quickly grasp the essence of our vision and through the combination of 'out of the box and pragmatic thinking‘; creatively crafting an extremely original brand which captures the soul of what BTPN stands for.”

 Jerry Ng, President Director, Bank BTPN