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Case: Fortis 2006


2006


1998
THE STORY

When Jean-Paul Votron, the former head of Citigroup's European retail banking operation, became ceo of Fortis in October 2004, he promised to expand Fortis' commercial and private banking business across 25 European countries in the next four years. To achieve such growth, he felt it would be necessary to strengthen the Fortis brand.  "To grow market share" Mr Votron said, "we will migrate our main businesses towards one Fortis brand and increase Fortisí visibility. We shall approach the customer as one company under one flag."

Fortis' biggest problem, this suggests, has been a weak brand awareness. Outside its domestic markets of Belgium and the Netherlands, the company itself admits that the Fortis name has been underpromoted. To change that, in the beginning of 2006 Fortis launched a comprehensive global marketing and advertising campaign which includes a new logo (a change of wordmark color, plus a minor change in the symbol to improve its functionality in small sizes), a corporate tag line for the group, and a brand makeover.

The main goal is to elevate public profile. By dropping all sub-brands like Fortis Bank/Banque, Fortis AG, Fortis ASR and MeesPierson, the Fortis brand will become more clearly a monolithic brand. Tom Vanderbauwhede


CREDITS

1998 logo by Landor Associates
2006 modifications by (TBD)


CASE INFO

Submitted by: Tom Vanderbauwhede, 26/01/2007
Status: Estimated by Tom Vanderbauwhede
Category: General Financial
Country (HQ): Belgium and the Netherlands


MATRIX DATA

DRIVERS

  

TOOLS

Strategic driver: 95%   
Broaden scope/scale/visibility
  Remove limiting category association
 10%  x  Identity system elements: Verbal elements: Formal/legal names
    x  Situation facts: Subcorporate facts: Subsidiaries
Broaden scope/scale/visibility
  Elevate public profile
 55%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Verbal elements: Tag lines
    x  Identity system elements: Unit signature system: Monolithic
    x  Change event : High visibility: Campaign
Change internal culture
  Transfer affiliation from unit to parent
 10%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Unit signature system: Monolithic
    x  Situation facts: Subcorporate facts: Subsidiaries
Change expressed personality
  Renew/refresh public image
 20%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Verbal elements: Tag lines
    x  Identity system elements: Unit signature system: Monolithic
    x  Change event : High visibility: Campaign
    
Functional driver: 5%   
Design weakness
  Increase visual strength/quality
 5%  x  Identifier tactics: Logo change: Symbol-dominant