Hypo bank rebrands as Addiko to support ‘straightforward banking’ approach

European banking group Hypo Group Alpe Adria AG has rebranded as Addiko after coming under new ownership, and has been given a complete makeover including a new ‘straightforward banking’ positioning.
The company worked with London-based brand and marketing consultancy Prophet, which kicked off the project by identifying the bank’s customers need for practical processes and services, and this insight led to the new positioning.
The customer experience is now centred on a more fo