Seeing Beyond Numbers

Build One Winning Team Make Size Our Advantage Think Customer First Simplify Make the Better Choice Personal Banking | Building a purpose-driven brand Centralized the Marketing Function Launch new purpose into market New Product Launches (Mortgages & Visa) Lead with purpose and ESG 2021 2022 Refresh the Brand: Customer Recognition Scale the Brand: Customer Acquisition 2023 Onward Brand Loyalty: Lead with Purpose 175th Anniversary Campaign Developed new brand & tagline Public Web Launch & Digital Onboarding Launch data-driven "Next Best Advice" program Seeing Beyond Numbers Ongoing lifecycle marketing & personalized experiences 26

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