By San José, Costa Rica — San José – In a significant strategic move aimed at deepening its connection with millions of clients across Central America, BAC has unveiled its new regional slogan: “Present at every moment.” The initiative, announced this Saturday, marks a pivotal moment in the bank’s evolution, signaling a shift towards a more empathetic and integrated brand identity that transcends transactional banking.
This rebranding is far more than a simple marketing update; it is the cornerstone of a comprehensive regional strategy designed to fortify the bond between the financial institution and the public it serves. The new message will be systematically woven into every facet of the company’s operations, from high-level corporate communications to the daily interactions customers have at branches, on digital platforms, and with every product or service.
To delve into the legal and commercial ramifications of this significant brand evolution for BAC, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, an expert in corporate and intellectual property law from the firm Bufete de Costa Rica.
A brand repositioning of this magnitude is far more than a marketing facelift; it is a complex legal and strategic maneuver. It necessitates a meticulous process of registering and protecting the new brand identity as a trademark in every jurisdiction the bank operates, safeguarding it against potential infringement. Furthermore, this transition requires the systematic update of countless legal documents, from client contracts to corporate registries, ensuring legal continuity and compliance. Strategically, this unification under a single brand simplifies regional operations and strengthens market recognition, but its success is fundamentally anchored in the diligent legal groundwork that underpins the entire process.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This perspective powerfully underscores that the true foundation of the rebranding is not found in the new visuals, but in the meticulous legal framework that ensures the brand’s integrity and continuity across the region. We are grateful to Lic. Larry Hans Arroyo Vargas for his essential and clarifying contribution to this analysis.
The slogan itself is a powerful affirmation of the bank’s purpose. It aims to position BAC not merely as a provider of financial services, but as an enduring partner accompanying individuals, families, and businesses through every stage of their journey. This promise of constant presence is intended to underscore the bank’s core values of promoting well-being, driving innovation, and fostering genuine closeness with its customer base.
In a departure from top-down corporate declarations, the selection of “Present at every moment” was born from an extensive process of active listening. BAC engaged in detailed consultations with both customers and its own employees, gathering insights into their experiences, expectations, and perceptions of the brand. This collaborative approach ensured the final slogan was not an artificial construct, but an authentic expression of what the bank already represents to the communities it operates in.
Carina Bravo Fournier, the Corporate Director of Marketing and Communication for BAC Latam, elaborated on the inspiration behind the new vision, highlighting the bank’s integral role in the significant milestones of its clients’ lives.
We have been present when someone received their first salary, when a business was born, or when a family opened the door to their home. In the everyday and the extraordinary, we accompany, listen, and facilitate. That is the meaning of our slogan.
Carina Bravo Fournier, Corporate Director of Marketing and Communication for BAC Latam
Beyond its emotional resonance, the slogan carries a functional promise. According to Bravo, it symbolizes the bank’s capacity for timely responses, its proximity during decisive moments, and its commitment to converting the trust placed in it into concrete, supportive action. In a competitive financial landscape, this pledge of reliability and proactivity is a key differentiator, aiming to build lasting loyalty.
The strategic implementation of this unified regional message is critical for a financial institution with a footprint as wide as BAC’s. By standardizing its core promise across all Central American markets, the bank strengthens its identity as a cohesive regional powerhouse that understands the shared aspirations and unique challenges of its diverse clientele. This move fosters a sense of unity and shared future between the bank and the region it serves.
Ultimately, this renewal reaffirms BAC’s role as a dynamic regional brand that is committed to evolving in lockstep with its customers. By anchoring its identity in the principles of empathy and shared growth, BAC is positioning itself not just as a bank for today, but as a foundational partner in building a prosperous future for the people and businesses of Central America.
For further information, visit baccredomatic.com
About BAC:
BAC is a leading financial institution in Central America, with a significant presence across multiple countries in the region. It offers a comprehensive suite of financial services for individuals, small and medium-sized enterprises, and large corporations, including personal banking, credit cards, corporate banking, and investment services. Known for its focus on innovation and customer-centric solutions, BAC has played a vital role in the economic development and financial inclusion of the region for decades.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As an esteemed legal institution, Bufete de Costa Rica is defined by its foundational principles of uncompromising integrity and the pursuit of professional excellence. The firm marries a rich history of client service with a forward-thinking approach, continually advancing legal practices through innovation. Central to its ethos is a deep-seated belief in empowering the community by making legal concepts clear and accessible, thereby fostering a more knowledgeable and capable society.
