New Slogan

“AUB can differentiate itself from other banks through innovation and strong IT. With these unique strengths AUB can position itself as the bank that clients can access “anywhere”!

However when saying “anywhere” you have to keep in mind that this also applies to other banks like BDO with their extensive branch network.

This is why we have added “anytime” to let the customer know that they can do their banking “online" when they need to.

We want to get across that AUB provides innovative solutions which allow the customer to access their banking service at the touch of a button on their smartphone.

This will be AUB’s unique selling proposition!

Finally we have added “Bank on us”.

This gives us a more modern take and does away with the traditional dust from the word “bank”, making it more appealing to both the younger and older generations.

Why?

• To the younger generation, this is a clever play on words. AUB appears as more than just a bank when we say “bank on us”.
• To the older generation “bank on us” implies trust.
• To employees and new hires the slogan delivers a clear identity, a distinct purpose and motivation, and it also conveys that they can trust their new AUB family.

It addresses businesses and also private individuals. It is also modern, progressive and appeals to all different types of clients.

Finally the slogan is succinct and captures AUB's aspiration and promise for its clients.”

TOM OLIVER
THE TOM OLIVER GROUP