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Bank of Valletta’s Head of Marketing and Communication, Michael Galea, was recently invited to chair the second Annual Conference on Innovative Brand Building for Banks and Financial Institutions. The conference, organized by Marcus Evans Conferences, was held at the Marriott, Marble Arch, in London.
Besides chairing the conference, Mr. Galea also delivered a case study presentation on the implementation of Bank of Valletta’s Brand Promise programme of change. The case study focused on the programme being implemented at Bank of Valletta to transform the brand from an abstract concept into something real. The presentation outlined the process that BOV has put in place to bring the brand alive for both customers and employees – capturing people’s emotions and creating loyalty.
Introducing the conference, Mr. Galea highlighted that today, unlike up to a few years back, the building of a strong brand is increasingly being considered as an essential requirement to gain and sustain an organisation’s market position. “Increasingly, financial services companies are putting the brand at the centre of their corporate strategy. Financial services companies are today seeking to align all their communications, operations and systems to their brand mission and values. In addition, they are working to make all of their employees effective ambassadors for the brand. Effectively, therefore, the brand symbolises all that differentiates the organisation – and many are taking the stance that they will only do that which supports the growth of the brand,” said Mr. Galea. |
