Repositioning a Regional Financial Services Brand

Client Background 

A mid-sized banking and insurance provider in Southeast Asia sought to strengthen its appeal among younger customers. Although the company had begun investing in digital tools and online services, its legacy positioning continued to overshadow newer offerings intended for tech-forward audiences. 

Client’s Challenge

The client wanted to reposition itself as a digital-first financial partner, but younger consumers still perceived the brand as traditional, slow-moving, and transactional. Despite increased marketing spend, digital campaigns underperformed and trust among first-time account holders remained low. The client required a clear understanding of how the brand was being interpreted in the market, where perception gaps existed, and what messaging could rebuild relevance among a younger demographic. 

How Mordor Intelligence Helped 

• Conducted Regional Sentiment Analysis: Assessed conversations across social platforms and consumer forums to identify dominant themes, pain points, and associations linked to the brand. 
  
• Benchmarked Perception Metrics: Compared the client's positioning with leading digital-first competitors in major urban centers. 
• Interviewed Disengaged Segments: Spoke with high-potential but low-engagement audiences to uncover emotional and functional disconnects. 
• Recommended Revised Messaging Architecture: Developed a positioning framework centered on financial empowerment, digital ease-of-use, and future-ready service cues. 

Key Findings

• Younger audiences viewed the brand as outdated compared to digital-native competitors. 
• Perception gaps were driven less by product features and more by tone, visual identity, and onboarding experience. 
• Customer trust was higher when communication emphasized transparency, speed, and control over financial choices. 
• Influencer-led narratives and community-based digital touchpoints resonated more strongly than traditional campaigns. 

Our Industry Coverage

Mordor Intelligence delivers brand perception research across more than 20 sectors including consumer goods, enterprise technology, financial services, logistics, healthcare, retail, and food and beverage. We tailor each engagement to your brand’s maturity, customer visibility, and strategic goals, enabling you to understand how audiences interpret your brand and how those perceptions can be shaped into durable competitive advantage.