Seven years, two months and 18 days after the birth of Novo Banco following the Banco Espírito Santo (BES) ruling, Antonio Ramalho launched a new image that coincides with a new phase of profitability for the bank that still has assets. problems and, as a result, losses, most of which are covered by the notional capitalization mechanism of the Dispute Resolution Fund.
For the launch of Novo Banco’s new image, the institution headed by Antonio Ramalho has reserved Campo Pequeno to gather bank employees and some guests to see the phoenix reborn: a new image. Novo Banco has gone from a “green future” that came from BES to a turquoise color, also called coral green.
“It’s time to turn this brand into a brand with content,” said the CEO, recalling that on August 3, 2014, Banco de Portugal decided to create a transition bank for the Novo Banco brand, and therefore everything had to be temporary. Antonio Ramallo emphasized that Novo Banco is no longer a white brand, but a brand of the future.
“We challenged the impossible and always incredible,” said the banker on the stage of light and music. “When we started to study the brand in 2017, 55% of our clients thought that this brand connects us to the past, 48% of wealthy clients [elevado património] believed that the brand was not trustworthy, 44% of non-customer companies thought they would never work with Novo Banco again, and some wanted to change the brand soon. There were those who even wanted to take the Best brand for themselves, but we resisted. You don’t change the brand when you actually change, ”said the executive president of Novo Banco.
Antonio Ramalho recalled that the bank’s life since 2017 “has been difficult”. “We capitalized the bank with a contract that suddenly looked like it had no authorship; we have been studied to the smallest detail; we became the object of misunderstanding and mistrust, “said the banker, who believes that” 2636 days after the decision was made “and” 1463 days after the sale. [ao Lone Star]”.
“The brand never reckons with the past, it is more of a commitment to the future,” the CEO told his staff gathered at the Campo Pequeno arena. “It’s not just a color, it’s an identity and a scale of values,” he said.
The bank’s CEO said that “we want the partners to build close relationships.” The partnerships are at stake for Novo Banco’s management in a new strategic plan that the institution will present by the end of the year. António Ramalho called this “Partner Banking” as opposed to traditional banking.
Novo Banco’s digital team is already working to application and the site accepts a new one layout who was officially born the next Monday on the main balcony on Avenida da República.
“We are a bank that knows the cost of risk like no one else,” said the CEO, promising an effective automatic response system in this area.
