Mission and Brand

Our mission

We compete to be the leading global provider of financial solutions, creating lasting value for our clients, our shareholders, our people and the communities in which we operate.

Our mission gives our business a clear purpose and direction. It is rooted in our brand. Our brand captures and projects a clear idea of who we are.

It is something against which all our activities – products, services, behavior and communications – can be judged. It is simple, succinct and unequivocal.


Our brand

Deutsche is clear: we are here to perform – in business and beyond. We do this with a unique mix of passion and precision. This measured approach gives us the confidence to enable agile minds to look beyond the obvious, gaining advantage for everyone we work with.

Strong brands evoke strong emotions. Today everyone looks for personality in business, for the same reasons they look for it in people. It helps us decide who we trust, who we admire and who we’d like to work with.

Our claim has always been much more than a marketing slogan or advertising strapline. It defines our attitude and will continue to do so. It carries an inclusive proposition: performance represents all that we do for our clients, not just bottom-line results. Visually, we say it with more conviction, with more passion, in a new handwritten style.

Our personality

We are:
passionate

Our passion is the passion to perform – as one bank.
The trust people place in us is based on our passion as individuals – we each make a difference.
That’s why to us at Deutsche, ‘Passion to Perform’ is more than just a claim – it is the way we do business.

We are:
precise

As a German global brand, a desire for accuracy, thoroughness and quality runs through our organization.
We understand issues in depth. This is why we keep things simple and clear.
The pursuit of excellence is a cornerstone of who we are and underpins everything we do.
The unique mix of passion and precision is behind Deutsche’s stability and performance.

We are:
confident

Our confidence is supported by our meritocratic tradition and culture.
Our confidence makes us a reliable partner for people with ambitious goals – in business and beyond.
Based on our leadership and beliefs, we build social capital.

We are:
agile-minded

At Deutsche, agile minds are at the heart of all performance. We are open-minded and embrace change in a globalised world.
As we constantly challenge the status quo, we value the differences that make a difference.
We recognize innovation’s social value to gain advantage for everyone we work with.

Our promise
What our stakeholders can expect from our brand:

excellence
 

in idea origination and execution, in advice, product and service, delivering one bank with all its resources and capabilities

relevant client solutions

understanding diverse client needs, adding value, building trust and commitments that endure

responsibility
 

acting today, thinking about tomorrow, demonstrating transparency and leadership
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Last Update: July 15, 2011
Copyright © 2012 Deutsche Bank Group, Japan