In April 2008 Handelsfinans only had a 4 percent recognition rate. So they came to us with a wish of being better known in the market.The solution had 2 steps. Firstly we convinced them to change their name to a more dynamic name. Secondly we repositioned the brand as being up against the traditional banks as a bank which didn’t look down on people. This enabled us to demonstrate that Ekspres Bank is a true alternative to a traditional bank.