In her bylined article, Adrenaline’s Chief Experience Officer addresses how strategic rebranding drives measurable business growth for financial institutions
Monday, November 3, 2025 – As banks and credit unions look to strengthen institutional performance and consumer relevance in an increasingly competitive marketplace, the role of brand has risen as one of the key differentiators and drivers of growth. That’s the focus of a new bylined article in ABA Banking Journal by Adrenaline’s Chief Experience Officer, Juliet D’Ambrosio, who says rebranding can positively impact both the bottom line and the customer experience. In the Real ROI of Rebranding, Juliet outlines how brand transformation goes far beyond a refreshed identity to deliver tangible results for growth-oriented organizations.
Drawing on findings and insights in Adrenaline’s ROI of Rebranding report, Juliet shows the success of rebranding, with banks that undertook strategic rebrands outperforming their peers, achieving a compound annual growth rate of 13.6%, nearly double the 7.4% industry average. According to Juliet, these results demonstrate how strategic, intentional rebrands can serve as catalysts for connection and energize organizations from the inside out. She notes that the most meaningful brand transformations are those integrated into overarching business priorities, not just marketing campaigns with their limited shelf life.
When institutions align brand strategy with organizational goals, success naturally follows. The result is stronger market positioning, higher engagement, and deeper cultural and community connections. Juliet stresses that defining measurable metrics early in the process – benchmarking brand awareness, consumer sentiment, and institutional goals – helps financial institutions not only track their progress, but also sustain ROI well beyond brand launch. Juliet says, “By rooting their efforts in research and connecting them with their business goals, institutions that approach rebrands with intention deliver the strongest results.”
Reinforcing Adrenaline’s leadership in brand experience strategy, Juliet says the real return comes not just from a “renewed brand identity, but from the energy that the brand unleashes across every part of the organization.” By tying brand strategy directly to business outcomes, she highlights how intentional brand transformation empowers financial institutions to grow with purpose. Her article underscores how brand investment fuels long-term growth and brand relevance in an ever-evolving financial landscape, helping banks and credit unions grow faster, connect deeper, and serve better.
See the article in its magazine layout, featuring custom illustrations that bring the ideas of brand relevance, differentiation, and ROI to life. The ABA Banking Journal is the flagship publication of the American Bankers Association, providing news, insights, and analysis for banking leaders across the country. The journal reaches more than 85,000 bankers with timely coverage of the strategies and innovations driving growth across the banking industry.
To learn more about successful strategies for brand experience, or to speak with one of Adrenaline’s brand experience experts, contact us today.
