The Bbva Experience
Building a Corporate Reputation Based on a Vision Focused on Consumer Insight, and Its Consistent Implementation through the Brand and the Corporate Culture
Angel AllozaBBVA (Banco Bilbao Vizcaya Argentaria), Spain.
Fernando PradoKantya brand strategies, Spain.
(see Figure 1)
When it came to implementation, the next steps were to define a brand personality and to develop the “look & feel”, brand architecture, branch design and a brand engagement cascade. This process finally resulted in the creation of the BBVA Experience, a long-term project devoted to creating and implementing a unique and consistent experience...