In a detailed strategy process for positioning, Brandpulse analyzed the CIC ON digital bank against competitors and benchmarks, examining customer profiles of existing neobanks. Their research focused on offer attractiveness, target group needs, and critical pain points in the digital banking sector. Together with additional findings from a brand architecture analysis, Brandpulse developed the brand strategy, successfully integrating the new digital service offering as a sub-brand under the established CIC umbrella brand.
The competition analysis provided crucial insights regarding differentiation potential and messaging strategy for the new bank brand. Building on these findings, Brandpulse created a comprehensive segment strategy, which they used to develop the positioning, define the value proposition, and establish the message hierarchy.
The naming process focused intensively on digital connotation, ensuring maximum attractiveness for the target group of young professionals while maintaining usability under trademark law. This careful consideration was followed by the development of a sophisticated design strategy and brand design concept, alongside an engaging communication concept. For the implementation phase, Brandpulse created detailed guidelines with application principles, developed the distinctive debit card design, crafted key messages, and launched an impactful image campaign for the innovative cleverinvest module.
What sets the CIC ON digital bank apart is its unique fusion of cutting-edge digital technology with traditional banking expertise. The service portfolio has been meticulously tailored to meet the demands of a digitally native generation that values efficient, straightforward banking solutions. The platform emphasizes modern banking features including real-time transactions, intelligent portfolio management, and personalized financial analytics.
A standout feature is the cleverinvest module, providing young professionals with seamless access to digital investment opportunities. Through integration with CIC’s established infrastructure, customers benefit from the security and experience of a respected Swiss bank, while enjoying the agility and innovation characteristic of a modern digital bank.
The launch of the CIC ON digital bank marks a significant milestone in the digital transformation of the Swiss banking sector, highlighting Bank CIC’s commitment to developing innovative financial solutions for the next generation of banking customers.
