Brand evolution playbook for modern banking rebrands

Описание: Brand evolution in banking requires more than a new look. It demands operational discipline. In this webinar, Brand Evolution Playbook, senior brand leaders from Citi, Truist, and Gesa Credit Union share how to modernize banking brands without disrupting customer trust, budgets, or timelines.

This session explores how marketing leaders can move brand out of theory and into execution, especially during mergers, acquisitions, and large-scale transformations. You’ll hear real-world lessons on phased rollouts, budget trade-offs, leadership alignment, and how to avoid the “messy middle” that confuses customers and employees alike.

Rather than chasing trends, the conversation focuses on renewed relevance through disciplined brand evolution by balancing growth, efficiency, and credibility with boards, CFOs, and regulators.

What you’ll learn:

How to operationalize brand during M&A and transformation
Phased vs. “big bang” rebrands, and how to choose
How CMOs can defend budgets using data and business outcomes
Common rebrand pitfalls (and how to plan for them)
Why internal alignment is critical before external launch

Chapters:
0:00 – Why brand evolution is a business mandate
3:01 – What “renewed relevance” really means for banks
5:45 – When rebrands start: the boardroom moment
8:52 – Phased vs. full rebrands: cost and complexity
11:03 – Defending brand budgets with executives
15:15 – Using data to prioritize what to change or retire
20:07 – The biggest operational barriers to rebranding
22:21 – Real-world rebrand challenges and failures
32:06 – First 30 days after receiving a rebrand mandate
36:36 – Avoiding the “messy middle” in rollout
42:42 – Career advice from leaders who’ve done it before
46:09 – Lessons learned from large-scale rebrands
52:18 – Expanding brand impact with limited budget
56:15 – Final takeaways on modern banking brand evolution