WHERE IS THE SECOND PART OF THE ELEPHANT?

Established in #1894, literally the first bank in Nigeria . Has a large branch network.
It’s no more news that the renowned First bank of Nigeria has unveiled their refreshed brand identity. The old logo the elephant has a track and the elephant moving in the track but does not have a destination on the track although walking towards first bank that’s an indication that the giant is on the move to lead the others.
The old logo was in line with the bank’s mission to be a clear leader and bank of first choice. Any organization who wants to change its well used and household logo which both old and young could recognize with little or no questioning should be able to reposition the brand ahead of its competitors I guess that’s what First bank just did with their new unveiled brand logo. Those who were contracted to rebrand the company’s logo are unprofessional and it seems First Bank did not want to involve trained copywriters and brand managers.
You do not change or rebrand a company’s logo without changing the VISION & MISSION STATEMENTS.
Others banks like Diamond bank recently unveiled their brand identity I cannot say that they are trying to copy Diamond bank or Diamond Bank is their major competitor or a match to the giant, that’s not for me to write on here.
If you know the enemy and yourself, you need not fear the results of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat.
-Sun Tzu
Understand why your competition is succeeding (or failing).
http://daintyprettyangel.blogspot.com
The shortcut to closing a door is to bury yourself in the details.―Chuck Palahniuk 
In brand repositioning you must be able to first, take a step back and look at
the BIG picture.
Good Brand Strategy Starts with an Objective and you must Be SMART about setting objectives to keep competitors behind.
You must keep it short and sweet (KISS)
Specific: the objective should state exactly what is to be achieved
Measurable: you must be able to determine whether you’ve achieved the objective or measure how close you came
Achievable: you have to be realistic (not conservative, but actually possible)
Relevant: is it something that communications can accomplish (business efficiency issues don’t really have a place)
Time bound: there must be a specified time period
You must also note that the company’s old objectives and statement will never blend with the new brand identity.

The company/product, Category, and target audience revolve around the Brand position.  The brand position is the centre of core and company/product will not succeed without the target audience. The brand cannot go a long way without the three elements in the chart above. Nothing is so powerful as an insight into human nature…
what compulsions drive a man, what instincts dominate his action… if you know these things about a man you can touch him at the core of his being
-Bill Bernbach
Understanding what makes your audience tick is 75% of the battle.

So many questions lingered in the heart of both old and young yet no one is giving a logical conclusion to the asked questions.
We waited for the bank new mission, objectives,Environmental Analysis, Category Analysis, Product Truth, Consumer Insight, USP, etc, etc
Translating Brand Strategy to Basic Briefs
“The primary thing when you take a sword in your hands is your intention to cut the enemy, whatever the means. Whenever you parry, hit, spring, strike or touch the enemy's cutting sword, you must cut the enemy in the same movement. It is essential to attain this. If you think only of hitting, springing, striking or touching the enemy, you will not be able actually to cut him.” 
Miyamoto Musashi, The Book of Five Ring
Brand strategy ALWAYS matters

Having spoken with some customers of theirs to get their views many wondered in awe why would First bank decide to change the full giant elephant to the toddler they called half walking elephant placed within a cage and its tusk protruding outside the cage. Does that give a meaningful interpretation to you?

Furthermore, the known First Bank went from being a Public liability Company to a Limited liability Company,the then First Bank Nigeria PLC used the full flesh moving elephant as its company’s identity.

The question here is “does it means that PLC’s uses full elephant while the LTD’s uses the half elephant?
The question now is “where is the second half of the elephant?
A brand is much more.

Old Logo                    vs              New Logo
What does it imply Positive change or negative change?

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About King Angela Uyi

I am Angela Uyi aka Mama Naija|Two time Social Media Personality Winner| A smooth talker| Humanitaria| Ghost Writer| CopyWriter |Twitter:@Angelauyi |