We were briefed to develop a new name for the bank and modern brand positioning. Agrobank has been the backbone of the economy of Uzbekistan since its foundation, has a very rich history and contribution. We do not change the name, we create brand positioning based on the history and Target Audience of the bank.
Problem
Agrobank and the agricultural sector as a whole are perceived as something backward. And especially, the state bank is something inaccessible, not close, and where you can go only "with your own people."
Insight
In our culture, the concept of “Andisha” is embedded, that is, a certain constraint. We are not accustomed to take risks, to challenge, to brazenly express our opinion. This has also affected consumer behavior. It happens when people are afraid to go to the bank, thinking that their ideas may not be accepted, that they will come out with a refusal.
