Making more possible
The ABN AMRO Group has adopted one global tag line for all our major subsidiaries sharing the green and yellow shield logo since the Group's rebranding project in 2003. (Read about it in the press release.)
The idea to have one global tag line can be traced back to this rebranding. That was never just a visual exercise – it was also about communicating the ABN AMRO Group's focus on sustainability, synergies and Business Principles, which together form our shared values and identity.
That's why our tag line, 'Making more possible', plays a role beyond advertising. It supports our strategy, concisely summing up all of what the brand stands for in a way that's understood by all stakeholders.
Internally, the tag line will help define the company; used as a benchmark to hold our behaviour up against. It will help focus on our common vision, uniting staff across regions and businesses.
Externally, our tag line conveys our intention to go the extra mile for clients: being innovative and committed to outperform. We promise the best people for the job and the best products and services we can deliver.
It also is an invitation to work together with us – the more we and our stakeholders trust each other, the better we can deliver what really amounts to making more possible. It is a statement describing what we intend to do for (and together with) our stakeholders, creating a standard that we're ready to be held up against.
We know that clients benefit from our international scope and the diversity of products that we offer across all Business Units. We know that we can further improve this integrated offering if we make the connection across the BUs even stronger. The new tag line is also a further move towards strengthening the bonds across our business.