Brazil's Itaú Unibanco discovers its brand culture

Geoffrey Precourt

This event report explains how Itaú Unibanco, a bank in Brazil, has made brand purpose central to its activity to embed its brand in everyday life.

Brazil's Itaú Unibanco discovers its brand culture

Geoffrey PrecourtWarc

The problem of what makes a brand "cool" is a global dilemma. "It's easy to talk about Apple," observed Andrea Pinotti, marketing director, for Brazilian financial-services institution Itaú Unibanco. "But what about a bank brand?" she asked delegates at the Festival of Media/Latin America (FOMLA) in Miami Beach. "Is it possible to make a bank brand something that people would engage with and care for?"

Pinotti is trying.

Headquartered in São Paulo, Itaú Unibanco also has massive size working against it: It was the product of a 2009 merger between...

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