What do you do when you’re older than a country but want to connect with a brand new generation of internet-loving, service-oriented, highly informed and independent minded people? Ghana’s biggest bank; GCB tried to answer this recently.
The Sad Genesis.
It’s funny how Ghana’s biggest bank also ranks amongst the most unpopular. In fact when I was slapped with the hard truth that GCB was the Don in Ghana’s ‘bankdom’ I went into denial! It’s been three years since and I’m sober now, but the perception of GCB is almost unanimous. When most people think of GCB they think of boring-dressed, unfriendly oldies who always get to work in a bad mood. They imagine unmotivated Civil Servants in a bank hall. They think of nicknames like Ghana Colo Bank and Ghana Confused Bank. In summary, GCB is largely unpopular among the people they’ll like to endear.
Then again, they have more cash playing ampe in their vaults than any other bank does. So how can you have so much money and have such a bad reputation? That’s probably when an Oga at the top brings out the guns and says, ‘We’ve got to get new clothes!’
A New Eagle Rises.
One day -not so long ago- Ghana woke up to billboards, newspapers and timelines plastered with #his and #hers art works. We even talked about it here, remember? Everyone kept wondering who could possibly be behind it. People guessed fashion lines, hair products, restaurants, even someone thought it could be a global condom brand. As it turns out, our dear old (no pun intended) GCB was behind it.
Last Friday, at an elaborate Banquet Hall ceremony, GCB stepped out and claimed ownership of #his and #hers. They announced a new force in Ghana’s banking and unveiled a new logo that put the erstwhile perching eagle to flight. They announced a new tagline too; Your bank for life.
Everyone went home very satisfied with the brilliant laser light display and delicious food served. Imagine their shock when they woke up to the most unflattering comments and posts from social media.
It’s hard to reconcile the bank’s unpopular reputation and #his #hers teaser campaign with this new cool kid they’re trying to be. If you’re a beauty contestant who isn’t very eloquent, witty and charming, it’s just a matter of time before bystanders notice the speck on your teeth, the unsymmetrical eyebrow shaping and other negligible things.
GCB hasn’t been very lucid and eloquent and patient and tactful in communicating this new ‘cool kid’ they want to be, so people are being very harsh and relentless in their feedback. Heck, even the new logo has received more critique than a child up for adoption.
Immediately such relatively petty things like the flatness of a logo or the semantics of a company name come to play, it’s clear that the brand is hollow and deficient. Because if you have a powerful message that connects with people, your logo and name become inconsequential. When people really love a brand, Management could slap a stretchmark on as a logo and it will still look like genius! Ask Nike.
I’m sure the bank has a very elaborate long-term blah, blah, blah strategy but in the mean time, this jollof is turning to roasted corn on the fire.
Any Chance For Ctrl + Z?
You can’t flaunt a potbelly for so many decades and Continue reading When A Grandpa Brand Moves To A Playground –The GCB Bank Story.