Irish financial institution Bank of Ireland has launched a new brand platform centred on the promise to be "Right with you" as the 242-year-old institution seeks to modernise its image and counter growing competition from fintech start-ups and digital-first rivals, as reported by Think Business.

The new brand platform, developed with creative agency Folk VML, represents a strategic shift towards enabling financial confidence at key decision-making moments in customers' lives. The platform aims to demonstrate the Bank's intention to stand alongside customers as they navigate financial decisions across various life stages, whether young couples securing first mortgages, entrepreneurs embarking on business expansion, or children opening Smart Start accounts.

Laura Lynch, Bank of Ireland's chief marketing officer, stated, "The timing couldn't be better for us to refresh our brand and the commitment we're making to our customers and the communities in which we operate. How people consume banking and think about money day to day and how it flows through their lives is completely changing. The bar has been set, not in banking, but outside of our own industry."

New research conducted by Red C in February among 1,000 Irish adults showed people across Ireland feel assured in their ability to manage everyday tasks but demonstrate far less confidence when considering financial matters. The platform addresses this gap through demonstrating Bank of Ireland's support across critical financial decision points.

Enda Kelly, managing director at Folk VML, noted, "The biggest risk is not taking a risk and being brave with the advertising. If you ask about risk, the biggest risk is not being brave and actually not creating emotionally resonant brand advertising."

Explore how traditional banks are strengthening customer experience through brand transformation initiatives in the complete article.