Extract of the strategic and semiotic diagnostic
In a context of profound changes – a general climate of mistrust of banks with the spectre of 2008, the multiplication of scandals combined with structural changes in the banking sector such as disintermediation – Monabanq must reinforce the strong promise that commits the brand to an almost militant ethical field.
Unlike most online banks in France, Monabanq does not focus its discourse on simplifying banking through digital use. This practical-practical prerequisite gives way to a discourse of values: Monabanq is accessible to everyone, regardless of income or lifestyle. This position is radically different from other online banks and major banking groups. This brand territory, if developed throughout Monabanq, can generate a strong attachment to the brand, Thus, Monabanq must materialise this ethical commitment both in its branding, design and its offer and services.