With his sharp analysis and vision Ashraf Ramzy supported us in the process to develop a clear, distinctive and relevant proposition to our target audience.
We were completely stuck at ABN AMRO Private Banking when we were searching for the ‘story’ behind the way we wanted to advise a specific clientele on some major financial consequences in their private affairs. We wanted a clear vision on what our added value as Private Bank exactly was. And, on how to communicate this internally and to the market. Because we were triggered by the way Ashraf Ramzy works, we asked him to help us. He challenged us to look further, beyond the limitations of the familiar and to think in scenarios, in possibilities. With his sharp analysis and vision, he supported us in the process to develop a clear, distinctive and relevant proposition to our target audience. This formed the basis on which developed our marketing and communication strategy.