Standard Bank has launched a new brand positioning and tagline to inspire and enable customers, employees and communities.

Chief Marketing Officer Thulani Sibeko explains that the new positioning draws inspiration from a question customers frequently ask themselves: Can my dreams come true? Can it be?

“They may wonder if it can be that they will one day own their dream home, or that they will one day have built enough wealth to take care of and educate their children? They may even wonder if it can be that their business evolves into a global player?”

Sibeko says that, as a financial partner, it is both a responsibility and a privilege for the bank to answer that question.

“We do that with a profoundly positive message: ‘It can be.’”