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...