NCB, Realize your tomorrow

NCB recently launched their new promise to their customers, that promise is on every TV channel, Billboard, Digital, you name it and it’s there. After such an aggressive launch, I would expect the promise to be delivered in day to day operations but according to the image below it’s not


One of NCB’s customers had to visit 3 different branches just to cash a cheque. Branch no. 1 excused itself by claiming that cheque processing staff is out for giving an exam, Branch no. 2 said the system was down while Branch No. 3 was where the customer found a friend who also was an NCB employee to help him out

On my previous post I have placed great reservations on such taglines, I said:

“It’s almost impossible to achieve such promise with the prevailing human caliber in our region, the promise is far too difficult to provide to your customers. The incident above just backfired on the promise made by NCB i.e. Realize your Tomorrow (when you can’t cash a cheque today)”

Previously STC went through the same exercise with ‘Easier life’, now it seems NBC is heading in the same direction. This leaves me with great reservations on the competency of many professionals to understand how ‘Brands work’. I would ask companies to hire Brand experts to walk them through before hiring agencies, I’m sure the head of Marketing at NCB did his audit prior to embracing such promises

Brands must learn to keep their PROMISE!

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Brand Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on

The article was first published on Linkedin Pulse on 29th December, 2014

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