Brand Singularity: RBC Royal Bank of Canada

RBC Didn’t Just Survive Disruption—They Redefined What a Bank Could Be.

Big Tech was coming for banking. Consumer behaviors were shifting. Legacy positioning wasn’t enough anymore. RBC (Royal Bank of Canada) could have played defense. Instead, they reinvented their brand, took ownership of "ideas," and turned disruption into an opportunity. Here’s how Hotspex helped RBC build a Singular Brand—one that didn’t just react to change but shaped the future of banking.

The Challenge: Banking Wasn’t What It Used to Be.

RBC was a global powerhouse—the 8th largest bank in the world. But being big wasn’t enough.

Massive disruption was shaking up the industry: Big Tech (Google, Amazon, PayPal) was moving into financial services. Neobanks and fintech startups were stealing market share Consumers were ditching traditional banking for digital-first experiences. Rising inflation & borrowing costs were making customers rethink financial relationships. Translation? RBC’s historic success wouldn’t guarantee its future dominance. The bank needed to rethink how it showed up in the world—or risk being left behind.

The Strategy: From Just a Bank to an Innovation Leader.

RBC partnered with Hotspex to build a Singular Brand—coherent, unmistakable, & positioned for the future.

Step 1: Identify – Find the White Space.

Deep consumer research using the Hotspex Motivational Framework to assess brand equity. Competitive benchmarking to see how RBC stacked up in consumer perception vs. competitors. Insight: RBC needed to own something BIGGER than just "banking."

Step 2: Experiment – Build a Future-Proof Brand Platform.

Created IDEATE, a proprietary testing platform, ensuring all marketing initiatives were both effective and "brand right." Designed a positioning strategy that went beyond transactions—“Ideas Happen Here” was born.

Step 3: Activate – Make It Impossible to Ignore.

Launched the "Ideas Happen Here" platform during the 2020 Tokyo Olympics in July 2021. Became the most successful RBC Olympics campaign ever. Unified all marketing under a single, powerful brand story.

The Results? RBC Took Over.

43% year-over-year increase in brand value. #2 Most Valuable Bank Brand Globally. #1 Most Valuable Brand in Canada. Highest investor valuation in RBC’s history Top 10 Global Bank by Market Cap (2022). Consumer Tracking Wins: +31% increase in consideration. +29% increase in affinity among prospects. +44% increase in affinity among existing clients. RBC now leads the industry as the bank most associated with "ideas."

The Takeaway: Playing It Safe Won’t Keep You Relevant.

RBC didn’t just update their messaging—they rewrote their brand’s purpose. They didn’t try to out-bank other banks. They positioned themselves as an IDEA powerhouse. They transformed their brand into something future-ready.

Ready to Make Your Brand Singular?

Let’s talk. Because if your brand isn’t shaping the future, someone else will.