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February 26, 2014updated 04 Apr 2017 2:28pm

Arbuthnot Latham sees brand strategy exercise results

Arbuthnot Latham & Co, the private banking and wealth management arm of the Arbuthnot Latham Banking Group, have created a four part film series to display the results of their brand strategy research.

By Patrick Brusnahan

Arbuthnot Latham & Co, the private banking and wealth management arm of the Arbuthnot Latham Banking Group, have created a four part film series to display the results of their brand strategy research.

Discussion with Arbuthnot Latham’s clients and staff comprised most of the research for the films, mainly considering the bank’s reputation and how it can evolve.

Jenette Coduto, the film’s producer, said: "I crafted the series of films to reflect Arbuthnot Latham’s reputation as a private bank with over 180 years’ experience with the client relationship clearly at heart.

The films follow a vineyard owner passing the wisdom of his experience onto his grandson and intend to provide comparison to Arbuthnot Latham’s private banking services and their value of building long-term relationships.

Nicola Roigard, head of marketing and client services, said: "It’s been an extremely interesting year which has given us an invaluable insight into how a wider audience views Arbuthnot Latham. We are extremely proud of the personal service we provide and consequently we have created a brand that reflects that."

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