BKB Head of Marketing on Regionality and Sponsorship

In an interview with persönlich, Kouril, Head of Marketing at Basler Kantonalbank (BKB), discusses the role of regionality in modern banking, the strategic importance of sponsorship, and how the brand is evolving. He emphasizes that regionality alone is insufficient and must be combined with openness and future competence. BKB's sponsorship strategy focuses on regionality, sustainability, and social value, with success measured across brand perception, customer relations, and employee identification. The brand aims to reposition itself in private banking over the next 3-5 years, moving away from the 'dusty savings bank' image. Kouril also touches on digital branding, the growing importance of social media and employees as brand ambassadors, and the ongoing evaluation of sponsorship engagements.