to view fuzzy black and white images most thought the invention a clever novelty. The newspaper dismissed the gadgets as a toy the masses had little time to support. These creatures however, have changed the world. They have serve well as messengers of news. And they turned out to be wonderful story teachers. You often talk about them with your friends. The stories they tell on the tube are the myths that shape our society… television is now in its fifties. Some say television is the greatest invention of twentieth century, while others see it as a “cast waste-land”
that steals time. Some blame television for teaching violence, while other claim TV. Turn viewers into cough potatoes. Still others see television as history’s most effective educator bringing knowledge of the universal to even the poorest citizen. Such education they point out was once available only to the wealthy who could afford to travel and to attend the best schools.
Children today seem to know more about the world than their parents or grandparents did at that same age. Jeffrey Shrank (1985:20-22).
When asking for an opinion of television, some described it as a harmless pastime that provides escape from the troubles of daily life other argue that it presents a dangerously unreal picture of the world for every convenience statement about the dangers of television. There seem to be an equally compelling, argument about its benefits. To watch or not to watch that is the decision.
Each time you make that decision, you reveal values, Jeffrey Shrank (1985:20-22).
As at June 2013, the bank operates 240 branches in Nigeria, 20 branches in Benin Republic, 2 branches in Senegal, 1 branch in Togo and 3 branches in Côte d’Ivoire. Diamond Bank Plc began as a private limited liability company on March 21, 1991 (the company was incorporated on December 20, 1990). Ten years later, in February 2001, it became a universal bank.
In January 2005, following a Private Placement share offer which substantially raised the Bank's equity base, Diamond Bank became a public limited company. In May 2005, the Bank was listed on The Nigerian Stock Exchange. Moreover, in January 2008, Diamond Bank's Global Depositary Receipts (GDR) was listed on the Professional Securities Market of the London Stock Exchange. The first bank in Africa to record that feat.
Diamond Bank boasts of the best people in the Nigerian Banking industry – a team of professional and creative minds focused on providing innovative customer-centric solutions.
Over the years, our people who are our best assets have continued to sustain the Bank.
The business is based on strong, enduring relationships and is driven by innovation and leading edge technology Diamond Bank has put together a team of professionals whose combined banking experience, coupled with the result-oriented culture of the Bank, enables it to offer a range of services that meet international standards.
Diamond Bank has identified the key success factors in today's Nigeria banking environment to include:
-competent staffing - strategic focus
- superior technology, and - a sound financial position.
The Bank commands a clear edge in these areas and looks forward to putting these resources and advantages to work for the customer.
2.6.1 Latest campaign by Diamond Bank
Diamond Bank is set to break its new campaign to undoubtedly claim its position as one of the leading financial institutions in Nigeria- providing customers with tangible financial solutions tailored specifically to suit their lifestyle.
Following a successful brand refresh in November 2012 where the Brand saw changes in its colours moving away from the monosyllabic greys and dark tones to more vibrant colours, the motive was to make the brand more approachable in line with its’ positioning as a leading Retail bank in Nigeria.
For more than twenty years, Diamond Bank has built equity as a strong reliable salient bank.
Relatively unscathed by the upheavals of the Nigerian Banking sector in the 1990s and more recently, the Bank is now considered one of the foremost banks in lending to customers, SME banking and corporate banking especially in the oil and gas sector.
In a highly delicate and competitive banking environment with little or no product differentiation and where products are easily replicated, Banks must seek to clearly define their role and product positioning. Diamond Bank’s new media campaign “you need a new bank,” reminds customers of the power of choice especially when it comes to choosing a bank. As customers are becoming more discerning of banking products and services, the Bank is putting a stake in the ground-armed with a portfolio of products and technology to produce faster and more efficient services,
the question becomes ‘’why do you stay with a Bank that does not meet your needs?” said Ayona Trimnell, Head Corporate Communications, Diamond Bank Plc.
The concept for the new campaign has been developed in collaboration with X3treme Media a young dynamic Agency based in Lagos. The message, albeit intently challenging, pulls in humour and tongue in cheek dialogue to drive the message to the customer.
The campaign will be carried across all touch points- print, radio, outdoor and television and will be aired Monday June 17th 2013