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October 23, 2022

CIBC article

Creative Writing

Case:

https://strategyonline.ca/2021/09/22/cibc-refreshes-its-look-to-reflect-a-new-purpose/

https://www.newswire.ca/news-releases/cibc-unveils-new-look-symbolizing-the-bank-s-purpose-of-helping-make-clients-ambitions-a-reality-825979837.html

1. Why did CIBC decide to rebrand? What benefits did they hope to achieve? (what they saidand what they didn’t)

2. a) What did their rebrand strategy entail? Give details of media, platforms, execution etc.

3. Critically evaluate all components of the new logo and style and identify any meaning,advantages or limitations of the new logo and campaign may have.

4. Was the rebrand successful overall so far? Why do you say this? Give evidence.

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