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DBS Drops Decade Long Slogan

It seems DBS is all about attracting the next generation of banker.




In the race to attract the next generation of customer, DBS has made a daring move in changing their 10 year standing tagline of 'Living, Breathing Asia' to 'Live More, Bank Less.'


The change in tagline is a result of DBS wanting to reach out to a new, younger, more time-poor audience and to highlight their 'simple and seamless' online experience. Working with creative agency, Tribal, the bank have released 10 short videos to highlight this new shift in focus, costing over S$30 Million. The rebranding coincides with the bank's 50th anniversary and as a result, the videos will be released, along with other marketing materials, over the next two months. 


But this isn't the last of the new wave of changes for DBS with them recently announcing a partnership with Olympic swimming sensation, Joseph Schooling. Schooling will act as a brand ambassador for the next three years focused on a social media campaign to inspire the younger generation to 'forge their own paths to success.'


Speaking in a statement, DBS chief executive officer Piyush Gupta said: “In the last 10 years, we have successfully established ourselves as a leader in Asia banking. While we remain rooted to Asia, Asia is rapidly changing, like the rest of the world. With the ubiquity of the smartphone, the explosion of data and the rise of the sharing economy, customer behaviours are dramatically different from what they were before. Customers want a new kind of banking. Having made reimagining banking a priority in the last few years, we believe we are well-placed to personify and embody banking of the future.”




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