#BS: PNC. Boring huh?

Boring is a virtue. At least according to PNC.

Earlier this year, the 160 year old bank re-introduced itself as brilliantly boring. In a world where every company and product is trying to be cool, sexy, interesting or inspiring—what Brian Collins aptly sums up, “pressure to lift everything they do up to some woo-woo, inflated, ginned-up, nonsense “ideal””—I appreciate this boring platform.

Most people want staid and stable when it comes to money. Ergo, boring. In CMO Jenn Garbach’s words, “You want banking to be steady, reliable, trustworthy, consistent […] that the thing you signed up for is the thing that you're getting.”

I also love that the campaign ads and messaging are far from dull. They’re clever and cheeky. But clear and sensible. Easy-to-grasp stuff we can all agree on.

#BrandlySpeaking this feels like a platform PNC can bank on. With the collapse of banks, political uncertainty, and the trailing shadow of a global shutdown we didn’t see coming, people want to feel tethered to something secure. Boring is secure. Dare I say…brilliantly so?

via PNC Bank