CIBC World Markets - Test

Inflection Point: Launching a new U.S. investment banking subsidiary in a marketplace dominated by larger, established competitors.

CIBC is a well recognized brand in Canada and one of the largest banks anywhere. Outside of Canada the brand is less well known, so when CIBC decided to expand its World Markets investment banking subsidiary in the United States, it needed a brand that could cut through the competitive noise to attract attention, achieve differentiation – and grow market share.

The new brand transforms the U.S subsidiary’s small size relative to its competitors into a benefit, positioning its bankers as market-savvy deal makers with the ingenuity needed to meet the needs of growing businesses. Within two years of launch, the bank successfully penetrated the U.S. investment banking market.