Metrobank reboots brand
Local banking giant Metropolitan Bank and Trust Co. is rebooting its brand with a vow to be more attuned to the evolving needs of customers and deliver “meaningful banking”—all as a way of future-proofing amid a competitive environment marked by technological disruption.
“To keep our promise of keeping customers in good hands, the bank must evolve as well,” Metrobank president Fabian Dee said in a press briefing on Tuesday. “Today we announce the start of the next stage of Metrobank’s transformation journey as we aim to deliver meaningful banking for our customers.”
He stressed that “meaningful banking” was now Metrobank’s “north star” as it starts on this transformation journey.
“Meaningful banking is our commitment to put our customers at the heart of everything we do—to listen and understand them as we strive to move, change and grow together with our customers,” Dee said.
“Even if we are not able to serve them perfectly now, we commit to continuously improve so we can deliver meaningful banking every step of the way,” he added.
The ultimate goal of this brand refresh program is not just to expand its customer base but likewise to deepen relationship with existing customers, such as by intensifying cross-selling of products, launching more products and services to fill the changing needs of its customers and using technology to enhance customer experience.
Quoting an aphorism from Metrobank’s late founder George Ty, Dee said “the business of banking is not just about reaching the pinnacle of success; it’s also about helping other people achieve their dreams.”
“This is what Metrobank is all about. For more than five decades, this has been our purpose and this is to create positive impact in the lives of our customers and ultimately, society,” he said.
This brand reboot does not require the appointment of any celebrity ambassador. Every single one of Metrobank’s 13,000 banking staff will be the brand ambassador, said Digs Dimagiba, Metrobank’s chief marketing officer.
Sharing insights from its survey of customers, Dimagiba said that regardless of age, banking customers want to challenge convention, find meaning in their lives and make a difference.
As such, he said meaningful banking can be embodied in five of Metrobank’s missions—help people save, open up platforms that will allow them to manage their accounts anytime and anywhere, help them make suitable investments, fund their aspirations such as through car or home loans as well as grow their businesses and serve cash management needs.
