Mar 6, 2006

Is “delightful” one of your brand attributes?

"Surprising. Unexpected. Delightful. Helpful. Innovative. Relevant." How many of your customers would mention these attributes when thinking about your bank brand?

Here is how one bank is trying to add these attributes to its brand.


ABN AMRO offers Preferred Banking clients access to a special lounge that the bank has built within Amsterdam’s Schiphol Airport. Preferred Banking clients have investments over 50,000 euros, and/or have a net monthly income of over 5,000 euros.

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