New Tagline Proposal

Prepared by Zabrina David Nunga

Marketing Head
For comments and final Executive Committee
recommendation of
Objectives

1. Choose a tagline that encapsulates all 3 brand pillars: Credibility, Warmth, Growth
2. Update the tagline to emphasize our improved brand message and reflect our brand positioning to show that this rebrand
is not just a change on the surface level.

of 7
Current Tagline

“It’s all about YOU.” Tagline since 2014

Shortened tagline from “Because in everything we do, it’s all about YOU.”

Why do we want to change this? While we all agree this is easy to say or understand and is client-centered, here are our reasons:

A B

1 Marketing Department Any business can say this about their company. Most if not all businesses claim that they
put the client first.

There is no action plan. After understanding the clients needs, what do you plan to do with
it? Speaks about warmth but not about credibility and growth.

2 Brand Consulting Agency Borders on being a bit too casual and as a bank, we want that good balance of friendliness
Serious Studio and professionalism as they work hand in hand to build trust.
3 Marketing Professional It does not express your value proposition since it is vague. It does not let the customer
Mike Ortega know what you want to do with them.

of 7
Top Recommendation and Additional Taglines from Serious Studio

A B C

Top Recommendation

1 Building Homegrown Success ✓ Credibility ✓ Warmth ✓ Growth Reflects our brand message and brand
Shortened version of our brand essence, positioning, high on professionalism and high
“Building homegrown success with you.” on warmth
Additional Taglines

2 Your Growth, Our Promise ✓ Credibility ✓ Warmth ✓ Growth Shows a close-knit partnership between us
and our clientele, and our desire to create
mutual and collective growth
3 Rooting for You ✓ Credibility ✓ Warmth ✓ Growth We always have their back and do what we
can to help them succeed. It also has a
subtle connection to homegrown roots and
how we are taking a grounded, localized
approach
4 Helping You Grow ✓ Credibility ✓ Warmth ✓ Growth Evokes sincerity by putting the focus on the
customer and is easy to understand

of 7
Marketing Department Top Recommendation
A B
1 Building Homegrown Success ✓ Credibility ✓ Warmth ✓ Growth
Shortened version of our brand essence,
“Building homegrown success with you.”
C
It lets the customer know what you already
plan to do with them. A clear message of how
we are different and capable amidst
competitors yet emphasizing our grassroots
approach.
Touches on our value proposition that BOF
offers products and services uniquely
designed for the communities it serves,
treating the clients with utmost warmth, and
leading them to the success they aspire for.
of 7
Board Preferences

Director First Choice Second Choice

1 AFAB It’s all about you. Your Needs, Our Commitment.

2 TDC Building Homegrown Success It’s all about you.

3 SDN Your bank. Your home. Beyond Banking
4 YDA It’s all about you.
5 JSN It’s all about you. We grow with you.

6 AEPH Submitted suggestions

7 JPDC Building Homegrown Success It’s all about you.
8 JPP It’s all about you.
9 RAR It’s all about you.

10 APMS It’s all about you.

of 7
 New Tagline Proposal
Prepared by Zabrina David Nunga
Marketing Head
For comments and final Executive Committee
recommendation of

E N D O F P R E S E N TAT I O N