By amit bapna

The Drum looks at how UnionBank, the bank brand that has the vision of becoming one of the top three universal banks in the Philippines, is creating its marketing strategy differently – by being humorous, brave and non-traditional.

Dante’s ‘Divine Comedy’, one of the most well-known creative narratives to have come out of Italian literature, makes a comeback of sorts. This time in a reworked interpretation to tell the story of a bank brand in the Philippines establishing its credentials as a new age banker. That is UnionBank’s story in a nutshell.

Building a bank brand is a tough Read full story ›

Source: The Drum