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‘Brand is the tide that lifts all boats’: Inside the evolution of Varo’s brand

  • Varo’s ambitious “A bank for all of us” campaign highlights its maturation into a national bank.
  • The bank's chief brand officer spoke at Tearsheet’s Acquire Conference about building a next generation challenger bank brand.
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‘Brand is the tide that lifts all boats’: Inside the evolution of Varo’s brand

Varo’s emergent evolution from a mobile app to a national bank has allowed it to expand its services for a growing customer base. The challenger bank has shaped its brand strategy to mirror this expansion by recently launching its multi-million dollar brand campaign “A bank for all of us” across television, radio and Super Bowl advertising slots. 

The campaign champions financial opportunity, diversity and inclusion by emphasizing America’s local communities. It reimagines money by featuring ordinary Americans as the faces on a $20 bill. The ambitious campaign is a major milestone for the young brand. 

Varo’s emergent evolution from a mobile app to a national bank has allowed it to expand its services for a growing customer base. The challenger bank has shaped its brand strategy to mirror this expansion by recently launching its multi-million dollar brand campaign “A bank for all of us” across television, radio and Super Bowl advertising slots. 

https://www.youtube.com/watch?v=UZ2jSaHvNX4

The campaign champions financial opportunity, diversity and inclusion by emphasizing America’s local communities. It reimagines money by featuring ordinary Americans as the faces on a $20 bill. The ambitious campaign is a major milestone for the young brand. 

Varo’s chief brand officer Halle Hutchison spoke at Tearsheet’s 2021 Acquire Conference about what it takes to build a growing challenger bank brand for the next generation. According to Hutchison, the community oriented bank aims to position itself as a lifestyle brand in order to forge a more meaningful relationship with consumers.


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