UBS: Ten Steps to a Brighter Future

UBS: Ten Steps to a Brighter Future

9. New Vision, New Brand

UBS delivered on its 2012 vision to become the leading private bank in in the world long ago. It needs a new vision – and a new brand. The Swiss bank didn’t shine in a recent world ranking of most valuable brands. finews.asia suggests the bank ditch its ubiquitous three letters in favor of simply the red keys as a logo. Or even more radical: UBS renames itself simply «U», a nod to the quirky names of big tech firms.

Likelihood of a rebranding (in whatever form): probable, as well as harmless for top management.

10. Constructing a New Tech Infrastructure

Overly complex, expensive, outdated: IT is an achilles heel. Instead of its step-by-step approach, UBS might as well build a new technology base from scratch – dedicated to the needs of a modern bank and its clientele. Shareholders would have to forego lucrative buybacks and big dividends for a while.
A project with potential. A failure would make the bank a takeover candidate – a risk nobody wants to take.