From 'Adelante' to 'Creating Opportunities


From 'Adelante' to 'Creating Opportunities



BBVA launches its slogan from February and does so with the purpose of "making the opportunities of the new era available to all"


 'Creating Opportunities'. This will be the formula that the group will use starting in February and that will be implemented progressively in all countries, in all communications to customers and in all the printed and digital materials of the entity. The new slogan of BBVA summarizes the purpose that the bank coined and launched a few months ago: Making the opportunities of this new era available to all.

  The entity is immersed in a profound process of transformation. The digital revolution is allowing people to have more control over their lives. Smartphones and different tools bring new opportunities to anyone, anywhere. The ability to speed up decision making, the possibilities to make life easier for people is the fate of the times we live. The definition of the new purpose, making the opportunities of this new era available to all, implies many things.

In the first place, it allows all areas of the organization to work in a coordinated manner towards a clear aspiration; secondly, it motivates all employees to develop solutions and services that will help BBVA fulfill that purpose; thirdly, it requires that an external expression or motto be established that supports this purpose and that will be present in all communications, both internal and external.

According to Carlos Pérez Beruete, brand director of BBVA, the new slogan "will allow BBVA to communicate in a simple and clear manner the new purpose of the bank". Pérez Berruete points out that it contributes "coherence and connection with the purpose and helps to communicate externally that at BBVA we are transforming to offer a better experience to our clients.

For Carlos Ricardo, head of Global Marketing at BBVA, we have conducted studies among clients and non-customers from all countries to analyze the degree of connection between the new slogan and the purpose, with very positive results.

The era of transparency

For his part, the president of BBVA, Francisco González, explained recently that in the process of change that we are living the great winner of all this will be the client, this is the era of transparency.

It will not be enough to master the exponential technologies, the president pointed out, we will have to believe and work from transparency, and without conflicts of interest, because whoever does not gain the trust of the client, does not have space in the new environment. We have been working on this for a decade and the years ahead are going to be incredible for BBVA. Our mission is to make available to all the opportunities of this new era and that is the path we are going to take.

The change of slogan affects all the countries of the BBVA brand, except for the group's Turkish franchise, Garanti Bank, which maintains its brand. In the United States, the slogan used until now Banking on a brighter future will evolve to Creating Opportunities, which will be the motto used in English. In Portuguese it will be, Criando Oportunidades.

Within the BBVA brand strategy, in addition to the motto, the image, identity, sound and value proposition of the Group are also renewed. It will allow us to better capture what society is demanding today about what a company has to be, explains Carlos Pérez Beruete. Creating Opportunities will allow us to show this process of profound change that BBVA is making in its way of doing things.

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