MB Bank (Military Commercial Joint Stock Bank), one of the largest financial 
services groups in Vietnam, officially launched its new brand identity on its 
25th anniversary on November 4, 2019. The refreshed brand platform was 
developed by Prophet(https://www.prophet.com/), a leading global consultancy 
that helps companies to unlock uncommon growth.

Over the last few years, MB initiated a multi-year transformation program to 
become a digital-first bank and in 2018, started partnering with Prophet to 
achieve the goal of aggressively growing its customer base. As part of that 
transformation, Prophet helped MB develop a new brand platform, reflecting the 
bank's evolution to become more modern, digital and customer-centric. 

In line with MB's ambition, the new brand platform was anchored in the promise 
that customers would get access to:

- Banking that is as intelligent and convenient as possible, providing 
innovative and trustworthy banking solutions that are always in-sync with 
customers' on-the-go lifestyle. 
- A digital enterprise that helps connect customers instantly to the right 
people and resources, turning opportunities into reality. 
- Trusted guidance to plan better and achieve goals faster.

Prophet also created a marketing tagline for the new brand launch campaign: 
"Intelligent Banking. Enriching Your Future," echoing the essence of the 
transformation to provide modern banking that enriches the future of people and 
businesses. 

"We are honored to have worked with MB, a company with both a deep heritage and 
a compelling foresight, to refresh its brand," said Jacqueline Alexis Thng, 
Partner at Prophet. "Vietnam is a highly dynamic market where digital 
innovations are thriving and competing with traditional businesses that are 
eager to transform. The new brand platform for MB will enable it to appeal to a 
more modern and younger consumer base as well as blossoming businesses in the 
digital age. The rebrand will set a strong foundation for its transformation 
journey to become a digital-first and customer-centric company."

In parallel, Prophet created a new logo and comprehensive visual identity 
system together with key assets to bring the new brand to life. The aim of the 
new visual identity was to reflect a new MB, one that is more modern, 
sophisticated, distinctive, human and constantly innovating. Prophet then 
worked with MB and local partners in Vietnam to launch the new brand internally 
and in-market on the day of MB's 25th Anniversary, marking the next chapter of 
growth on their journey towards transformation. An official brand video was 
created by Prophet in partnership with T&A Ogilvy depicting MB's role in 
banking of the future.

"We are delighted to have a trusted and highly experienced strategic partner in 
Prophet. We are very proud of the rebrand, and of our fresh, new, modern look 
and feel. The rebrand launch has greatly inspired our staff internally and 
created an important signal of change externally. This is the first of many 
moves to come as we evolve towards becoming a digital-first bank, and it has 
been very well received in the market," said Mr. Thai, CEO of MB. 

About MB Bank

Established in 1994, MB Bank is a leading financial group based in Vietnam with 
a network of more than 300 branches in Vietnam, Laos and Cambodia and 6 
subsidiaries offering diversified services including securities, insurance, 
consumer finance, fund management, asset management and more. With 25 years of 
industry experience, MB demonstrates outstanding expertise in risk management, 
modern IT infrastructure and new market expansion on top of traditional 
services provided by commercial banks. It is trusted as a reliable and 
sustainable financial institution.

Kindly visit www.mbbank.com.vn for further information.

About Prophet

Prophet is a consultancy that helps clients find uncommon growth through 
marketing, brand, experience, innovation and organization & culture 
capabilities. We operate differently than other consultancies, blending 
insight, strategy and creativity with an optimistic yet pragmatic approach.

We have partnered with some of the world's most successful companies, including 
Cathay Pacific, AIA, UBS, Bank of East Asia, Marriott, GE and Emart. With 
twelve global offices and more than 350 experts in marketing, innovation, 
digital and design, we are able to bring together the right people with the 
right experience to solve our clients' business challenges. Prophet.com

Source:Prophet