Fifth Third Bank 2011 Annual Report Download - page 3

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2011 ANNUAL REPORT 1
In 2011, we took steps to further differentiate
ourselves in a changing financial landscape.
We sought to evolve our brand to better reflect
important changes we have made to the way
we do business, including our consultative sales
approach and customer experience initiatives, and
to deliver what customers want and need in this
new environment.
The new brand positioning, to be launched in
March 2012, needed to reflect our current Vision,
Purpose and Value Proposition and demonstrate a
meaningful difference at Fifth Third as compared
to other financial institutions. It also needed to
remain true to the Bank’s culture, history and
operating principles. This work led us to:
Fifth Third Bank. The curious bank.
As part of our brand positioning, we want to
take listening to the next level. Our bankers start
with active, inspired listening that leads to smart
solutions for our customers. We are passionately
interested in what our customers say, and strive to
integrate the voice of the customer into everything
we do. Our bankers seek to know more, do more
and create more, finding new ways to help people
and businesses succeed, thus improving the
lives and well-being of our customers and the
communities we serve.
Curious people are different.
They want to know more.
They ask more questions. They
listen carefully to the answers.
Curious people make great
scientists. Authors. Explorers.
And, of course, bankers.
Curious bankers? Sounds odd
at first. But when you think
about it, wouldn’t you rather bank
with someone who was curious?
Who wanted to know more about
you and your needs?
Curiously enough, you’ll find the
most curious bankers working for
a bank with the curious name:
Fifth Third Bank.
Fifth Third bankers are different
than other bankers. They want
to know more about the people
they serve. They go into the local
community and ask questions.
They listen, then take that
information and think of new
ways to help people.
And when you hear about a bank
that’s curious, you might want to
know about it yourself.
Curious yet?
Fifth Third Bank. The curious bank.
Fifth Third Bank.
The curious bank.