Perception Strategy
Rewriting how a bank is understood.
Turning a technically excellent bank into one people could describe in a sentence.
- Client
- Meridian Bank
- Year
- 2025
- Location
- Kigali, Rwanda
- Services
- Perception Strategy, Communications, Campaign Development
The challenge
Meridian's products consistently outperformed the market, but customers described the bank in the same words they used for every competitor.
Our approach
We mapped perception across four customer segments, isolated the two beliefs that actually moved consideration, and rebuilt the communications system around them.
The outcome
Unaided recall moved from fourth to second in eleven months, with no increase in media spend.
Gallery
- Strategy: Polongo Strategy Unit
- Communications: Polongo Comms
Start here
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