Research conducted among the bank employees, competitors' workers, and Ryazan university students showed that most of the respondents value employer's reliability and support.
Besides we found out that students do not see Citi as a bank at all because there are no clients' offices in the city.
The idea that the employer encourages its workers to feel confident and believe in their abilities and opportunities laid the foundation for the positioning.
It is a highly important feature for an employer because in the modern rapidly changing world everyone needs back up. Moreover, feeling of confidence and security is crucial for both social climbers (because it might serve as an impetus for further development) and family oriented people (in their case security provides a solid base for life).
The slogan "Just find an opportunity. Citi will support' was designed for the brand. It applies well to posters and publications which tell about the most motivated workers. But Citi doesn't always tell about its workers' initiatives that is why we developed a shorter variant of the slogan "Citi will support". It can be used in any non-specific context (for example on souvenirs).