East West Bank, founded in 1963 as a regional retail bank in Southern California, has grown into a $70+ billion enterprise and is recognized by Forbes as one of the ten best banks in the United States. Despite its significant growth and dual-market advantages, the bank's brand still reflected its community-based retail beginnings. The objective was to rebrand East West Bank to match its stature and strategic focus on the US-China business bridge.
TopRight initiated a comprehensive rebranding strategy, beginning with a work session involving the bank’s 24 top executives. This session challenged East West Bank to own its success and rethink its US-China narrative. The new story was activated across the organization through multimedia events and work sessions with senior leaders and top commercial salespeople. The bank’s 2012 annual report, which previously focused on local community initiatives, was rewritten to highlight its global reach and strategic partnerships. The updated website featured a new design and content emphasizing the bank's role as a financial bridge between East and West, ensuring consistency across all markets.
With the strong support of its new positioning and brand focus, East West Bank embarked on a successful journey, pursuing and securing new deals. This strategic move has driven future growth and positioned the bank as a premier financial bridge between East and West, further strengthening its identity.
By redefining its brand narrative, East West Bank transformed its market presence and aligned its brand with its strategic goals. This case study serves as a powerful testament to the crucial role of a cohesive brand story in driving business success and securing a competitive edge in a global market.
