Bank Misr holiday greeting ad, Bint al-Nil 1956
American University in Cairo, Rare Books and Special Collections Library. Bint al-Nil. RBSCL believes this item is in the public domain.
The pattern
This still is filed under Manifesto positioning.
Define
A public declaration of how the world should work, with the brand standing inside that world.
Mechanism
Worldview first. Customers who share the frame arrive pre-sold. The product is an example of the stance.
Verdict
We have a real stance and a category that rewards a tribe, not a feature list.
Why it works
There is no product and no offer: the bank's name in large calligraphy congratulates the glorious Egyptian nation on two holidays at once, Eid al-Adha and Liberation Day. Pairing a religious feast with the new national holiday places the bank inside both the faith and the revolution the reader is celebrating. The closing wish for the Arab East to regain its inherited glories makes the institution sound like a patriot, not a lender.
The big idea
Bank Misr and its companies greet the Egyptian nation on two of its holiest and proudest days at once, Eid al-Adha and Liberation Day, speaking as a fellow citizen.
Lines from the ad
بنك مصر وشركاتهBank Misr and its companies
يتقدم بالتهنئة المخلصة الى الأمة المصرية المجيدةOffer their sincere congratulations to the glorious Egyptian nation
عيد الأضحى وعيد التحريرEid al-Adha and Liberation Day
Steal this when
Use it when a national institution wants to be seen as part of the country's story on a holiday rather than selling anything that week.
The emotion
Written to Belonging. It makes the Avoid mistake.
A calligraphic congratulation on Eid al-Adha and Liberation Day, with a wish for the Arab East's glories, gives the bank no part in either day: a greeting any institution could sign.
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