The Canadian banking industry is dominated by the ‘Big 5’ – all competing in similar ways to rule the same ‘caregiver’ archetype. ATB is paving its own lane as a ‘sage’ brand, fueling growth through its unique culture and ability to ‘Power Possibility’ through Expertise Well Shared. Music is now a primary driver of this repositioning, steeped in qualitative consumer insights across a very interesting and lesson-filled journey. In this session, we learn how ATB is using sound to bring its differentiated experience to life across every internal and external aspect of their business. True to the ‘Powering Possibility’ tagline, ATB’s Jesse Yuen explains how he pushed the boundaries of what sonic branding can achieve by teaming sonic experts with strategy, research and all
areas of his organization. Marco Vitali of Sonic Lens will share how music intelligence enabled such cross-discipline integration and put strategy squarely in the driver’s seat, resulting in the most comprehensive ‘sonic identity system’ in banking (>4.5k assets) while also unlocking unforeseen opportunities to differentiate like tying the brand to Canada’s grassroots ‘bedroom pop’ movement