Panel: Dealing With Brand Identity, Values and Ethos as an Invisible Bank

Purpose, values, and ethics are dominant topics in today's bank strategies. Banks want to differentiate and use that differentiation as a USP.

Branches are being closed down in favour of digital channels. Embedded finance is bringing banks closer than ever to the end customer. Sales are no longer taking place in the bank channels but are entirely embedded in external customer journeys. Simplicity and convenience are king, and all the technology is there to make it happen. However, does technology allow sufficient differentiation?

• How does a bank preserve its value and purpose in this context? 
• What does this mean to your brand? 
• What does a bank's ethos look like once it becomes invisible?