AI Powers Citizens Bank’s New Millennial-Focused Rebranding Campaign

  • “Big regional takes a chance by ditching a safe but boring brand message for a young vibe and inclusive theme. New tagline “Made Ready” plays to modern consumers’ nonlinear life journeys and the institution’s AI-enhanced ability to meet their needs.
  • “Today, people move out, but then they move back; maybe they’re in the gig economy and have a second job. Maybe they’re thinking about upsizing, then downsizing,” Johnson continues. “We see the same thing with our business clients. They are having to cope with a great deal of turmoil in the world today.”

Beth Johnson, Citizens Bank’s CMO and Head of Virtual Channels

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