Citi seeks to upend stereotypes about banking brands

Citi, the banking giant, believes that outmoded stereotypes about this industry should be reassessed, not least by ambitious marketers.

Alexander Sion knows all about the stereotypes about banking.

“Banking is a boring, fuddy-duddy place, right? Nobody wants to work at a bank; nobody wants to focus on banking. It's kind of one of those background things,” he allowed to delegates at BRITE 2019, a conference held by The Center on Global Brand Leadership at the Columbia Business School in New York.

Sion serves as co-head of D10X, a unit of the Citi Ventures arm of banking giant Citi that is charged with driving innovation. And D10X’s specific objective is to prompt internal entrepreneurship, with the aim of creating solutions...

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