The 'world’s best digital bank' is future proofing itself by becoming even more digital

Southeast Asia’s largest bank DBS celebrated its 50th anniversary in May by unveiling its refreshed brand identity after more than a decade.
Declaring it was time for ‘a new kind of banking’ as it disrupts itself to stay relevant in the digital era, the Singapore-based bank replace its ‘Living, Breathing Asia’ positioning, which it has used since 2006, with ‘Live more, Bank less’.
The new brand positioning aims is expected to cost the bank in the re