A lasting theme

From a brand management perspective, the goal of 'You & Us' is to increase recognition of the UBS brand by UBS's target client segments around the world. The current ads are designed to make sure that the general public recognizes the UBS name and increasingly begins to associate it with a major financial institution while, at the same time, communicating the values for which the firm stands. The ultimate goal is to establish UBS as a strong, universally recognized global brand.

Created to serve as UBS's tagline for several years, "You & Us" is extremely adaptable across all markets and client segments as well as to other messages. "The business groups can use it to meet their specific advertising needs," notes Bernhard Eggli, Head Brand Management. "You & Us" can be used in connection with sponsorship events, to evoke the feelings shared by the clients and UBS during a concert or a race in the Americas Cup. It can also be incorporated into human resources communications with staff members or potential employees.

Brand Management, together with the marketing teams of the business groups, is exploring how to further leverage the campaign message, says Eggli. This is already being done in the US, where Wealth Management US launched an internal campaign based on "You & Us". "The goal of this campaign is to drive the consultative, four-step process, in essence delivering 'You & Us' to our clients," says Nadine Genet, Global Wealth Management & Business Banking. "To that end, we incentivise our financial advisors to use our new profiling tools by rewarding branches with a charitable contribution to their communities if they reach a certain penetration level. This community donation takes the concept of 'You & Us' one step further."