BPI refreshes brand, eyes bigger branches

MANILA, Philippines — Ayala-led Bank of the Philippine Islands (BPI) has embarked on a brand refresh with its stated vision of “Building a better Philippines” as it eyes more and bigger branches nationwide.

BPI president and chief executive officer Cezar Consing said the brand refresh is a re-affirmation of the country’s oldest bank’s objective to continue to play a constructive role in nation building.

“While we are 168 years old, we have to earn our future every single day, and that means that we must do all we can to help secure the financial futures of our own customers,” Consing said.

To mark its 168th year, BPI simplified its logo, the escudo or shield, to make it more suitable for digital execution, while ensuring that the logo’s key elements are retained.

Cathy Santamaria, chief marketing officer of BPI, said the modernization of the bank’s logo is required because digitalization is required as part of its objective to become more financially inclusive.

“We nurture every Filipino’s future with a trusted approach to managing money and innovation that makes life easier every day. We will realize our vision if we accomplish our mission,” Santamaria said.

According to Santamaria, BPI also adopted the tagline “Ready today. Ready tomorrow” which is about strength, continuity, foresight, preparedness and service.

Consing said the Ayala-led bank is also looking at launching bigger branches after the opening of its biggest flagship branch in northern Metro Manila - the BPI Shangrila-Shaw branch and preferred center in Mandaluyong City.

The new flagship branch follows the design of BPI’s other flagship branches in Ayala Insular and Makati Stock Exchange. It showcases the most modern and innovative designs complementing its aim to provide trusted financial advice, and seamless and convenient client experience.

“This new flagship branch, like similar ones in Metro Manila, represents how technology and brick and mortar can be combined to enhance the customer experience. Today’s Filipino customer wants and deserves more, and a modern branch like this one is one way that we can respond,” Consing said.

With this latest branch feature, BPI division head for northern Metro Manila branches Rally Jereza said the bank reinforces its commitment to enhance overall customer experience, both online and offline by providing easy access to relevant financial solutions for every Filipino.

“Digitalization is about enhancing the client experience. This requires that we make the experience of our clients seamless as they move from physical branches to our digital channels, such as the mobile app and website. Our digital transformation journey allows for an omni-channel experience, with clients being able to start a transaction in one channel, and complete it in another,” Jereza said.