ACI 2 D TEST FOR TWO SECTORS Four wall charts full of infographic information about the branding of two sectors, banking and airlines . The focus is in auditing one established brand and one challenger in the market. WALL CHART & INFOGRAPHICS
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ACI2D TEST FOR TWO SECTORS
Four wall charts full of infographic information about the branding of two sectors, banking and airlines . The focus is in auditing one established brand and one challenger in the market.
WALL CHART & INFOGRAPHICS
AMERICAN AIRLINES
Positioning Statement
(WHAT) I am the only US airline company
(HOW) that makes flying a unique and memorable experience
(TO WHOM) for everyday airline travelers
(WHERE) in the United States
(WHY) that want(s) to enjoy a comfortable travel experience
(WHEN) in an era of of safety concerns
According to the company
Desired Brand IdentityHERITAGE
I am from America and I personify the heritage of
American aviation
OFFERING
I offer a wide range of flight options for business or
leisure travel
AUDIENCE
I help everyday air travelers around the U.S.
BENEFITS
I offer low fares, loyalty programs and multi-purpose
lounges
PERSONALITY
I am comfortable, safe, reliable and caring
VALUES+BELIEFS
I continuously strive to make a positive impact
on the life of employees, customers and the
environment
MISSION ON EARTH
I am to committed to providing every citizen of the world with the
highest quality air travel to the widest selection of
destination possible.
VISION
I will continue to bring you a new level of
comfort, connectivity and convenience.
According to the company
AMERICAN AIRLINES
Actual Identity
$3,500
$100
Price Comparison (left to right): SINGLE, COUPLE, FAMILY
PRICE COMPARISON (ECONOMY CLASS)
AMERICAN JET BLUE SOUTHWEST VIRGIN CREW PRICE BAGGAGE COMFORT IFE
HIGH
LOW
AMERICAN AIRLINES
JET BLUE
SOUTHWEST
VIRGIN AMERICA
ACTUAL COMPETITIVE SERVICE QUALITY
According to third-party experts
AMERICAN AIRLINES
Brand Encounters
Key: Touchpoint Categories
Human
Digital
Physical
In-Flight Entertainment
Interior seating
Flight Crew
Cancelled Flight line
Digital Boarding-pass
Online booking
Frequent Miles Program
Lost luggage report TRAVEL PLANS
AIRPORTARRIVAL
Over time, as observed
AMERICAN AIRLINES
Key: Branded Touchpoints
What it means
What is shown
Creative usage of flag
Sans Serif, modern type-
light
Unaligned tag line
The plane is going to
the center of “new”
We are modernizing
Trend-aware, modern
We are fresh and light
We are innovating
Tie; Red, white and blue, gold
decorations
Nicely coiffedMilitary-inspired uniforms
Corporate, American and
Formal
We are traditionalWe are made in
the image of our military
Brand Expression
AMERICAN AIRLINES
Brand Image
Users
Non-users
According to users and non-users
AMERICAN AIRLINES
CURRENT CAMPAIGN
FOCUS ON THEUS AIRWAYS MERGER IS
DOESN’T CONNECT WITH
CUSTOMERS
PITCHED AS A LEADING
AIRLINE BUT HAS REALLY
POOR REVIEWS ON
CABIN CREW SERVICE,
CLEANLINESS, AND IFE
EXPERIENCE IS VERY
DISCONNECTED
FROM THE CURRENT
GENERATION OF AIR
TRAVELERS
NEED TO RE-DISCOVER
THE AUDIENCE THAT
THEY ARE SLOWLY
LOSING
SPECIFICALLY
MENTIONSINNOVATION
BUT NOT ACTING
ON THEIR WORD
STILL UNDER THE
ASSUMPTION THAT PAST
ACHIEVEMENTS STILL
MAKE THEM A LEADING
BRAND
ACI2D Test
A Actual Identity A well known way to travel at a decent price for below average service.
C1 Communicated Identity
Paving the way for future air travel at a great price to virtually any destination.
C2 Conceived Identity An out-dated icon on the verge of change distant from the customer experience.
I Ideal Identity A experience focusing on a hassle free and comforting way for modern Americans to travel.
D Desired Identity A leader in innovation that is changing the way people view air travel
AMERICAN AIRLINES
LACKING CAMPAIGNS
TO PROMOTE BRAND
AWARENESS TO BECOME
A WELL KNOWN FLIGHT
OPTION
MIXED OPINIONS ON
HOW COMFORTABLE THE
SEATING IS PORTRAYED
VIA COMMUNICATED
IDENTITY
NOT EVERY FLIGHT
OPTION OFFERS THE
BEST “PRICE” FOR THE
BEST QUALITY
BRAND PERFORMANCE AUDIT III MONICA TISMINESKY FRIED + MICHAEL BUQUET | SERV 724 | WINTER ‘14 | PROFESSOR ROBERT BAUVIRGIN AMERICA1. Positioning Statement
(WHAT) I am the only US airline company(HOW) that offers style, relaxation and entertainment
(TO WHOM) for younger, more urban, tech savvy travelers(WHERE) in the United States
(WHY) that want(s) to have an upscale experience(WHEN) in an era of of airline blandness
According to the Company
Price Comparison (left to right): SINGLE, COUPLE, FAMILY
3. Actual Identity
CREW PRICE BAGGAGE COMFORT IFE
HIGH
LOW
AMERICAN AIRLINES
JET BLUE
SOUTHWEST
VIRGIN AMERICA
ACTUAL COMPETITIVE SERVICE QUALITY PRICE COMPARISON (ECONOMY CLASS)
AMERICAN JET BLUE SOUTHWEST VIRGIN
$3,500
$100
According to third-party experts
2. Desired Brand Identity
HERITAGE
I am an innovator rethinking what it means to fly
OFFERINGS
I offer consumers style, relaxation and entertainment
AUDIENCE
I help tech savvy and urban adventurers get from A to V
BENEFITS
I offer low fares with designer seating, excellent in flight entertainment, and
luxurious lounges
PERSONALITY
I am entertaining, convenient, and stylish
VALUES+BELIEFS
I believe in the importance of innovation, the best customer service, and
productivity
MISSION ON EARTH
I exist to offer a “breath of fresh airline” experience for
air travelers
VISION
I want to ensure air travelkeeps getting better
According to the company
5. Brand Image
Users Non-users
According to users and non-users
4. Brand Encounters
In-Flight Entertainment
Interior seating
Flight Crew
PlaneBoarding
Digital Check-In
Online bookingFrequent
Miles Program
VIPLounges
TRAVEL PLANS
AIRPORTARRIVAL
Over time, as observed
A Actual Identity A stylish airline with limited destinations but unlimited entertainment.
C1 Communicated Identity A modern flight experience for young tech savvy travelers.
C2 Conceived Identity A new luxury flight service with cool lighting and great in flight entertainment.
I Ideal Identity A customer driven experience that is redefining air travel style, comfort, and entertainment.
D Desired Identity A “breath of fresh air travel” experience focused on innovation and customer service.
Key: Branded Touchpoints
Plane icon rising
lower case, modern type-
light
symbolic imagery
call to actioninformal, modern offer in-flight
WiFi
flashy makeup open kimono collar
glamourous jewelry
a young party vibe stylish and
relaxedinformal and fun
What it means
What is shown
6. ACI2D Test
Key: Touchpoint Categories
Human
Digital
Physical
ASSUMED TO BE NON
USER FRIENDLY BUT
ACTUALLY INCLUDES A
GOOD MOBILE SERVICE
CAMPAIGNS NOT
ADDRESSING TRUST
ISSUES WITH CURRENT,
PAST, AND FUTURE
CUSTOMERS
ATTEMPTS TO BE
VIEWED AS A FRIENDLY
SERVICE BUT CONSIDERED TO BE
CORRUPT
SHOULD ATTEMPT TO
IMPROVE EXISTING
SERVICE TO RE-BUILD
BRAND LOYALTY
CLEARLY HAS
SERIOUS IMAGE
ISSUES DUE TO
RECENT ACTIVITY ON
WALL STREET
1. Positioning Statement
(WHAT) I am the only commercial bank(HOW) that offers innovative banking products and services with unmatched
accessibility and security(TO WHOM) for American people, companies, and institutional investors
(WHERE) in the United States(WHY) that want(s) to have banking be less complex more transparent and easier to do
business with(WHEN) in an era of a post-recession economy
According to the brand
2. Desired Brand Identity
HERITAGE
My heritage is woven intomy very name, I am a part of
American history for morethan 200 years
OFFERINGS
I offer innovative bankingproducts and services with
unmatched accessibility andsecurity
AUDIENCE
I serve the American peopleand companies
BENEFITS
I provide personalizedfinancial advice and
guidance on every aspect in customer’s lives
PERSONALITY
I am stout, serious and asAmerican as apple pie
VALUES+BELIEFS
I believe in banking thatis less complex, more
transparent and easier to dobusiness with
MISSION ON EARTH
I am here to make thefinancial lives of those who do business with us better
VISION
I am committed to buildmeaningful connections thathelp make your financial life
better
According to the company
5. Brand Image
Users Non-users
According to users and non-users
4. Brand Encounters
BankTeller
BankOffice
ATMWithdrawal
OnlineSign up
BillboardAd
BANKING NEEDS
ENTERS BANK OR ATMLEAVES
Over time, as observed6. ACI2D Test
A Actual Identity A well known American bank with many options to meets the basic needs of customers.
C1 Communicated Identity A plethora of ways to start managing your money or get advice from financial experts.
C2 Conceived Identity A corrupted service only concerned about money and not the well being of loyal customers.
I Ideal Identity A experience focusing on hassle free money management that is a pleasure to do business with.
D Desired Identity A trustworthy system for banking that offers you everything you need and more.
Key: Branded Touchpoints
woman dressed in a
leather jacket
ATMs all over LA Social Media Status layout
Addressing specific
demographic
Value propositionBank of America
is your friend
Privacy walls “We make it easier”
Laptop
Secure bankingValue
proposition
Don’t forget we are Online
What it means
What is shown
MONICA TISMINESKY FRIED + MICHAEL BUQUET | SERV 724 | WINTER ‘14 | PROFESSOR ROBERT BAU BANK OF AMERICABRAND PERFORMANCE AUDIT III
Fee Comparison (left to right): OVERDRAFT, ATM, STOP PAYMENT ITEM, RETURN DEPOSIT
3. Actual Identity According to third-party experts
ACCESS MOBILE TRUST RATES FEES
GREAT
POOR
BANK OF AMERICA
CAPITAL ONE
CITIBANK
SIMPLE
ACTUAL COMPETITIVE SERVICE QUALITY BANK PENALTY FEE COMPARISON
BANK OF AMERICA CAPITAL ONE CITIBANK SIMPLE
$40
$0
Key: Touchpoint Categories
Human
Digital
Physical
LACKING CAMPAIGNS TO
PROMOTE BRAND AWARENESS
TO BECOME A WELL KNOWN
BANKING OPTIONNEEDS TO ESTABLISH ACTUAL
BANK AND NOT REQUIRE
PARTNER BANK TO PROVIDE
SERVICE
NOT NECESSARILY
WITHOUT ANY
PENALTY FEES
What it means
1. Positioning Statement
(WHAT) I am the only commercial bank(HOW) that doesn’t profit from customer failures and
provides a simple and fun way to tackle your finances(TO WHOM) for people fed-up with the banking system
(WHERE) in the United States(WHY) that want(s) to simplify their lives
(WHEN) in an era of the 99% taking their lives back
6. ACI2D Test4. Brand Encounters
Key: Branded Touchpoints
What it means
What is shown
Simple heading
Quick suggestion Account balance
Clarifies purpose
We cover every detail Clear information
VISA logo Invite iconPastel colors
This is legitimate Exclusive and
trustworthyWe are laid back
Money monitoring
ReceiveCard
OnlineSign up
FacebookAd
BANKING NEEDS
SPENDSAVING
A Actual Identity A digital way to track your spending on your smartphone.
C1 Communicated Identity A digital banking service for young people that enjoy technology.
C2 Conceived Identity Virtually unknown mobile application to view your financial information.
I Ideal Identity An beautifully accessible way to be in control of your financial future at any place in the world.
D Desired Identity A simple way to mange your spending that helps you save money.
5. Brand Image
UsersNon-users
According to users and non-users
According to the company Over time, as observed
2. Desired Brand Identity
HERITAGE
I am new in the marketplace but I draw from simplicity seekers
throughout history
OFFERINGS
I offer every built in tool you need to manage your
money
AUDIENCE
I serve everyone in the US,for now. I aspire to grow
Worldwide
BENEFITS
I offer virtually no fees and an integration of all tools needed to manage money
PERSONALITY
I am a minimalistic, common sense, honest-to-
goodness partner
VALUES+BELIEFS
I believe that smart spending and saving choices should be
easy, fun and effortless
MISSION ON EARTH
I am on earth to makemanaging your money a
simple and even fun thing
VISION
I want to revolutionizebanking worldwide
According to the company
MONICA TISMINESKY FRIED + MICHAEL BUQUET | SERV 724 | WINTER ‘14 | PROFESSOR ROBERT BAUSIMPLE BRAND PERFORMANCE AUDIT III
Fee Comparison (left to right): OVERDRAFT, ATM, STOP PAYMENT ITEM, RETURN DEPOSIT
3. Actual Identity According to third-party experts
ACCESS MOBILE TRUST RATES FEES
GREAT
POOR
BANK OF AMERICA
CAPITAL ONE
CITIBANK
SIMPLE
ACTUAL COMPETITIVE SERVICE QUALITY BANK PENALTY FEE COMPARISON
BANK OF AMERICA CAPITAL ONE CITIBANK SIMPLE
$40
$0
Key: Touchpoint Categories
Human
Digital
Physical
CURRENT CAMPAIGN
FOCUS ON THEUS AIRWAYS MERGER IS
DOESN’T CONNECT WITH
CUSTOMERS
PITCHED AS A LEADING
AIRLINE BUT HAS REALLY
POOR REVIEWS ON
CABIN CREW SERVICE,
CLEANLINESS, AND IFE
EXPERIENCE IS VERY
DISCONNECTED
FROM THE CURRENT
GENERATION OF AIR
TRAVELERS
NEED TO RE-DISCOVER
THE AUDIENCE THAT
THEY ARE SLOWLY
LOSING
SPECIFICALLY
MENTIONSINNOVATION
BUT NOT ACTING
ON THEIR WORD
STILL UNDER THE
ASSUMPTION THAT PAST
ACHIEVEMENTS STILL
MAKE THEM A LEADING
BRAND
MONICA TISMINESKY FRIED + MICHAEL BUQUET | SERV 724 | WINTER ‘14 | PROFESSOR ROBERT BAUGO TEAM BLUE!
1. Positioning Statement
BRAND PERFORMANCE AUDIT III
(WHAT) I am the only US airline company(HOW) that makes flying a unique and memorable experience
(TO WHOM) for everyday airline travelers(WHERE) in the United States
(WHY) that want(s) to enjoy a comfortable travel experience(WHEN) in an era of of safety concerns
6. ACI2D Test 4. Brand Encounters
AMERICAN AIRLINES
Key: Touchpoint Categories
Human
Digital
Physical
In-Flight Entertainment
Interior seating
Flight Crew
Cancelled Flight line
Digital Boarding-pass
Online booking
Frequent Miles Program
Lost luggage report TRAVEL PLANS
AIRPORTARRIVAL
A Actual Identity A well known way to travel at a decent price for below average service.
C1 Communicated Identity Paving the way for future air travel at a great price to virtually any destination.
C2 Conceived Identity An out-dated icon on the verge of change distant from the customer experience.
I Ideal Identity A experience focusing on a hassle free and comforting way for modern Americans to travel.
D Desired Identity A leader in innovation that is changing the way people view air travel
5. Brand Image
Users Non-users
According to users and non-users
According to the companyOver time, as observed
3. Actual Identity
$3,500
$100
Price Comparison (left to right): SINGLE, COUPLE, FAMILY
PRICE COMPARISON (ECONOMY CLASS)
AMERICAN JET BLUE SOUTHWEST VIRGIN CREW PRICE BAGGAGE COMFORT IFE
HIGH
LOW
AMERICAN AIRLINES
JET BLUE
SOUTHWEST
VIRGIN AMERICA
ACTUAL COMPETITIVE SERVICE QUALITY
According to third-party experts
2. Desired Brand Identity
HERITAGE
I am from America and I personify the heritage of
American aviation
OFFERING
I offer a wide range of flight options for business or
leisure travel
AUDIENCE
I help everyday air travelers around the U.S.
BENEFITS
I offer low fares, loyalty programs and multi-purpose
lounges
PERSONALITY
I am comfortable, safe, reliable and caring
VALUES+BELIEFS
I continuously strive to make a positive impact
on the life of employees, customers and the
environment
MISSION ON EARTH
I am to committed to providing every citizen of the world with the
highest quality air travel to the widest selection of
destination possible.
VISION
I will continue to bring you a new level of
comfort, connectivity and convenience.
According to the company
Key: Branded Touchpoints
What it means
What is shown
Creative usage of flag
Sans Serif, modern type-
light
Unaligned tag line
The plane is going to
the center of “new”
We are modernizing
Trend-aware, modern
We are fresh and light
We are innovating
Tie; Red, white and blue, gold
decorations
Nicely coiffedMilitary-inspired uniforms
Corporate, American and
Formal
We are traditionalWe are made in
the image of our military
LACKING CAMPAIGNS
TO PROMOTE BRAND
AWARENESS TO BECOME
A WELL KNOWN FLIGHT
OPTION
MIXED OPINIONS ON
HOW COMFORTABLE THE
SEATING IS PORTRAYED
VIA COMMUNICATED
IDENTITY
NOT EVERY FLIGHT
OPTION OFFERS THE
BEST “PRICE” FOR THE
BEST QUALITY
BRAND PERFORMANCE AUDIT III MONICA TISMINESKY FRIED + MICHAEL BUQUET | SERV 724 | WINTER ‘14 | PROFESSOR ROBERT BAUVIRGIN AMERICA1. Positioning Statement
(WHAT) I am the only US airline company(HOW) that offers style, relaxation and entertainment
(TO WHOM) for younger, more urban, tech savvy travelers(WHERE) in the United States
(WHY) that want(s) to have an upscale experience(WHEN) in an era of of airline blandness
According to the Company
Price Comparison (left to right): SINGLE, COUPLE, FAMILY
3. Actual Identity
CREW PRICE BAGGAGE COMFORT IFE
HIGH
LOW
AMERICAN AIRLINES
JET BLUE
SOUTHWEST
VIRGIN AMERICA
ACTUAL COMPETITIVE SERVICE QUALITY PRICE COMPARISON (ECONOMY CLASS)
AMERICAN JET BLUE SOUTHWEST VIRGIN
$3,500
$100
According to third-party experts
2. Desired Brand Identity
HERITAGE
I am an innovator rethinking what it means to fly
OFFERINGS
I offer consumers style, relaxation and entertainment
AUDIENCE
I help tech savvy and urban adventurers get from A to V
BENEFITS
I offer low fares with designer seating, excellent in flight entertainment, and
luxurious lounges
PERSONALITY
I am entertaining, convenient, and stylish
VALUES+BELIEFS
I believe in the importance of innovation, the best customer service, and
productivity
MISSION ON EARTH
I exist to offer a “breath of fresh airline” experience for
air travelers
VISION
I want to ensure air travelkeeps getting better
According to the company
5. Brand Image
Users Non-users
According to users and non-users
4. Brand Encounters
In-Flight Entertainment
Interior seating
Flight Crew
PlaneBoarding
Digital Check-In
Online bookingFrequent
Miles Program
VIPLounges
TRAVEL PLANS
AIRPORTARRIVAL
Over time, as observed
A Actual Identity A stylish airline with limited destinations but unlimited entertainment.
C1 Communicated Identity A modern flight experience for young tech savvy travelers.
C2 Conceived Identity A new luxury flight service with cool lighting and great in flight entertainment.
I Ideal Identity A customer driven experience that is redefining air travel style, comfort, and entertainment.
D Desired Identity A “breath of fresh air travel” experience focused on innovation and customer service.
Key: Branded Touchpoints
Plane icon rising
lower case, modern type-
light
symbolic imagery
call to actioninformal, modern offer in-flight
WiFi
flashy makeup open kimono collar
glamourous jewelry
a young party vibe stylish and
relaxedinformal and fun
What it means
What is shown
6. ACI2D Test
Key: Touchpoint Categories
Human
Digital
Physical
ASSUMED TO BE NON
USER FRIENDLY BUT
ACTUALLY INCLUDES A
GOOD MOBILE SERVICE
CAMPAIGNS NOT
ADDRESSING TRUST
ISSUES WITH CURRENT,
PAST, AND FUTURE
CUSTOMERS
ATTEMPTS TO BE
VIEWED AS A FRIENDLY
SERVICE BUT CONSIDERED TO BE
CORRUPT
SHOULD ATTEMPT TO
IMPROVE EXISTING
SERVICE TO RE-BUILD
BRAND LOYALTY
CLEARLY HAS
SERIOUS IMAGE
ISSUES DUE TO
RECENT ACTIVITY ON
WALL STREET
1. Positioning Statement
(WHAT) I am the only commercial bank(HOW) that offers innovative banking products and services with unmatched
accessibility and security(TO WHOM) for American people, companies, and institutional investors
(WHERE) in the United States(WHY) that want(s) to have banking be less complex more transparent and easier to do
business with(WHEN) in an era of a post-recession economy
According to the brand
2. Desired Brand Identity
HERITAGE
My heritage is woven intomy very name, I am a part of
American history for morethan 200 years
OFFERINGS
I offer innovative bankingproducts and services with
unmatched accessibility andsecurity
AUDIENCE
I serve the American peopleand companies
BENEFITS
I provide personalizedfinancial advice and
guidance on every aspect in customer’s lives
PERSONALITY
I am stout, serious and asAmerican as apple pie
VALUES+BELIEFS
I believe in banking thatis less complex, more
transparent and easier to dobusiness with
MISSION ON EARTH
I am here to make thefinancial lives of those who do business with us better
VISION
I am committed to buildmeaningful connections thathelp make your financial life
better
According to the company
5. Brand Image
Users Non-users
According to users and non-users
4. Brand Encounters
BankTeller
BankOffice
ATMWithdrawal
OnlineSign up
BillboardAd
BANKING NEEDS
ENTERS BANK OR ATMLEAVES
Over time, as observed6. ACI2D Test
A Actual Identity A well known American bank with many options to meets the basic needs of customers.
C1 Communicated Identity A plethora of ways to start managing your money or get advice from financial experts.
C2 Conceived Identity A corrupted service only concerned about money and not the well being of loyal customers.
I Ideal Identity A experience focusing on hassle free money management that is a pleasure to do business with.
D Desired Identity A trustworthy system for banking that offers you everything you need and more.
Key: Branded Touchpoints
woman dressed in a
leather jacket
ATMs all over LA Social Media Status layout
Addressing specific
demographic
Value propositionBank of America
is your friend
Privacy walls “We make it easier”
Laptop
Secure bankingValue
proposition
Don’t forget we are Online
What it means
What is shown
MONICA TISMINESKY FRIED + MICHAEL BUQUET | SERV 724 | WINTER ‘14 | PROFESSOR ROBERT BAU BANK OF AMERICABRAND PERFORMANCE AUDIT III
Fee Comparison (left to right): OVERDRAFT, ATM, STOP PAYMENT ITEM, RETURN DEPOSIT
3. Actual Identity According to third-party experts
ACCESS MOBILE TRUST RATES FEES
GREAT
POOR
BANK OF AMERICA
CAPITAL ONE
CITIBANK
SIMPLE
ACTUAL COMPETITIVE SERVICE QUALITY BANK PENALTY FEE COMPARISON
BANK OF AMERICA CAPITAL ONE CITIBANK SIMPLE
$40
$0
Key: Touchpoint Categories
Human
Digital
Physical
LACKING CAMPAIGNS TO
PROMOTE BRAND AWARENESS
TO BECOME A WELL KNOWN
BANKING OPTIONNEEDS TO ESTABLISH ACTUAL
BANK AND NOT REQUIRE
PARTNER BANK TO PROVIDE
SERVICE
NOT NECESSARILY
WITHOUT ANY
PENALTY FEES
What it means
1. Positioning Statement
(WHAT) I am the only commercial bank(HOW) that doesn’t profit from customer failures and
provides a simple and fun way to tackle your finances(TO WHOM) for people fed-up with the banking system
(WHERE) in the United States(WHY) that want(s) to simplify their lives
(WHEN) in an era of the 99% taking their lives back
6. ACI2D Test4. Brand Encounters
Key: Branded Touchpoints
What it means
What is shown
Simple heading
Quick suggestion Account balance
Clarifies purpose
We cover every detail Clear information
VISA logo Invite iconPastel colors
This is legitimate Exclusive and
trustworthyWe are laid back
Money monitoring
ReceiveCard
OnlineSign up
FacebookAd
BANKING NEEDS
SPENDSAVING
A Actual Identity A digital way to track your spending on your smartphone.
C1 Communicated Identity A digital banking service for young people that enjoy technology.
C2 Conceived Identity Virtually unknown mobile application to view your financial information.
I Ideal Identity An beautifully accessible way to be in control of your financial future at any place in the world.
D Desired Identity A simple way to mange your spending that helps you save money.
5. Brand Image
UsersNon-users
According to users and non-users
According to the company Over time, as observed
2. Desired Brand Identity
HERITAGE
I am new in the marketplace but I draw from simplicity seekers
throughout history
OFFERINGS
I offer every built in tool you need to manage your
money
AUDIENCE
I serve everyone in the US,for now. I aspire to grow
Worldwide
BENEFITS
I offer virtually no fees and an integration of all tools needed to manage money
PERSONALITY
I am a minimalistic, common sense, honest-to-
goodness partner
VALUES+BELIEFS
I believe that smart spending and saving choices should be
easy, fun and effortless
MISSION ON EARTH
I am on earth to makemanaging your money a
simple and even fun thing
VISION
I want to revolutionizebanking worldwide
According to the company
MONICA TISMINESKY FRIED + MICHAEL BUQUET | SERV 724 | WINTER ‘14 | PROFESSOR ROBERT BAUSIMPLE BRAND PERFORMANCE AUDIT III
Fee Comparison (left to right): OVERDRAFT, ATM, STOP PAYMENT ITEM, RETURN DEPOSIT
3. Actual Identity According to third-party experts
ACCESS MOBILE TRUST RATES FEES
GREAT
POOR
BANK OF AMERICA
CAPITAL ONE
CITIBANK
SIMPLE
ACTUAL COMPETITIVE SERVICE QUALITY BANK PENALTY FEE COMPARISON
BANK OF AMERICA CAPITAL ONE CITIBANK SIMPLE
$40
$0
Key: Touchpoint Categories
Human
Digital
Physical
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