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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. 

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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