Belfius

Dexia becomes Belfius

By the end of 2011 the Dexia holding had some serious financial problems. The Belgian banker and insurer Dexia was not involved with these problems, but there was a lot of confusion between these two financial institutions that bore the same ‘damaged’ name. For this reason, Dexia Bank Belgium decided to change its name and asked Remarkable to assist in the name creation process.

In this project, over 4,000 unique name proposals were reviewed within a very short period of time. Staff members showed great commitment and created more than 2,000 names.

All name proposals were screened thoroughly and ultimately, the board selected approximately twenty names and made a final decision at the end of February: Belfius Bank & Insurances was born. The new and different positioning enabled Belfius to start again with a clean sheet, and focus on its key activities and customers.

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