1. Brand Identity
1.1. Brand Assets
1.1.1. FSCS regulated
1.1.2. Distinctly recognisable logo
1.1.3. Positive image upheld by the press
1.1.4. Strong passion for the brand among investors
1.1.5. HQ in London
1.2. History
1.2.1. Very new bank - Became operational in 2015
1.2.2. Became the quickest crowd funding campaign in history raising £1m in 96 seconds in 2016
1.2.3. Became an official bank in 2017 with official FSCS approval
1.3. Real World Usage
1.3.1. Very popular bank to use when on holiday - does not charge for the first £200 of withdrawals and then only 3% interest charged afterwards.
1.3.2. Used as a secondary account by most people (not as a main account)
2. Brand Extension Idea
2.1. Monzo Wallets
2.1.1. Branded House
2.1.2. New highly secure form of wallet
2.1.3. Sleek and thin design
2.1.4. Benefit to customers is additional safety for their cards
2.1.5. Prevents scammers from using scanning devices to infiltrate your card information
3. Competitors
3.1. Starling Bank
3.2. N26
3.3. Revolut
3.4. Halifax
3.5. Natwest
3.6. Santander
3.7. Paypal
3.8. Nationwide
4. Brand Equity
4.1. Salience
4.1.1. Completely online bank
4.1.2. Exclusively in the UK
4.2. Imagery
4.2.1. Launched first TV ads in 2019
4.2.2. Distinct and recognisable 'M' logo
4.2.3. Bright red debit card
4.3. Performance
4.3.1. CASS announces Monzo have the highest net switching gains in 2020of any UK bank
4.3.2. £113m raised in latest investment round
4.3.3. 2.3 million people joined Monzo in 2020
4.4. Feelings
4.4.1. Youthful
4.4.2. Exciting
4.4.3. Modern
4.4.4. Innovative
4.5. Judgements
4.5.1. FDA regulated
4.5.2. Recognised as an official bank
4.5.3. Useful card for travelling
4.6. Resonance
4.6.1. Next generation of banking
4.6.2. Ahead of the competion
4.6.3. Game changers