Banco de Occidente

Redefining a local bank as a modern and open bank a bank of the future.


Banco de Occidente is a traditional bank in Cali, valued for its strength and excellence in service and highly respected in its market. The growth of the Internet and its influence on the consumer experience changed the way the bank communicated with its audiences and the brand did not reflect the banks strength in customer service. In turn, the number of brands, sub-brands and application versions of logos made it difficult to understand the portfolio of products and services offered, and diluted its power as a leader. The bank’s top management decided to create a new value proposition that would serve as a guide for the entire organization.


Marqas developed a positioning platform based on the concept of an “open bank” that places the customer’s experience at the center of the business. This translated into tangible actions to modify the bank’s internal processes throughout all the stages of interaction with customers. The brand architecture was simplified and organized by customer segment. The product and service brand portfolio was consolidated. With this new strategy, Banco de Occidente repositioned its brand as a bank of the future, a leader in customer service.

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