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Citi’s latest branding exercise hits Singapore
Over the past few years Citi have undergone umpteen re-branding exercises. In today’s Straits Times we were introduced to the latest effort, which has a dual focus on “You” and “powered by Citi”. Have a look at the ad below: Characteristically bold (yet unappealingly stark) in visual presentation, the slogan and accompanying arc in the top right hand corner of the page suggest that Citi is the engine that powers your financial success. Powerful stuff, you must agree. As a branding exercise, this is a somewhat unoriginal attempt to regain public confidence in a bank that many may rightly be weary of. In direct opposition to AIA’s “The Power of We” (see here) we are told that “It all starts with you and what’s important to you”. According to the body copy, what’s important to “you” is accessibility and the ability to instantly access your account via island wide touchpoints, your mobile or online, or receive instant services such as credit card issuance. This is fine, but what ab
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