AIB: Back from the Brink of Brand Extinction

This case study describes how AIB, Ireland's largest bank, recovered from the brink of brand extinction through a course of strategic marketing and groundbreaking communications solutions.

AIB: Back from the Brink of Brand Extinction

Agency: Rothco

Introduction & Background

AIB, Ireland's largest bank, had the distinction of recording the lowest consumer trust score ever: the banking category in Ireland had scored a mere 6% in the annual Edelman Trust Barometer in 2013, so as the largest representative of banking, we can assume that there was, at most, 6% trust in AIB. AIB had a Net Promoter Score of minus 37 among customers, and our NPS was even lower among our own employees. Media commentary on the AIB brand was 99% negative. Social media sentiment was 90%...

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