Banco Popular: The most popular song
Luis ToledoJWT Puerto Rico
Summary – the most popular song
Puerto Rico is in the middle of a seven-year economic recession. This is a very challenging environment for any business, but especially for our client, Banco Popular, whose market penetration is about 46%.
In order to cope with this difficult situation, Banco Popular increased its service charges and took some other unpopular measures that affected its emotional bond with consumers, and its ability to attract and retain customers.
We devised a strategy to reconnect the brand to its essence of "Propeller of...