Putting “Easy” in the Bank

Strategic Approach

Changing perceptions to meet new challenges.

To gain an understanding of what customers were looking for in a banking partner, we held focus groups for existing Republic Bank customers and non-customers. We learned that both groups desired a robust suite of products and services, convenient locations and online and mobile banking solutions. But in addition, they wanted a bank they didn’t have to think about – a bank that made life easier. This insight led us to position Republic as the easiest bank to do business with.

Creative Solution

Listening to customers.

With our direction set, we charted course to rebrand Republic Bank as the “easy” bank – which, in a category where every competitor wants to be known as the easiest – isn’t an easy task. But because strong brands start from the inside out, we developed an internal campaign to make the idea of “easy” an integral part of the bank’s culture. Then we took our fresh “easy banking” message to consumers, introducing a tagline that has become synonymous with Republic Bank: It’s just easier here.

Results

Since the “easy” brand launched in 2017, Republic Bank has enjoyed double-digit KPI increase across the board:

• 23% increase in checking accounts since new brand launch
• 92% increase in earnings over past five years
• 40% increase in stock price since branding campaign started