We are the largest Mexican Financial Group in the country a fact that is reflected in our brand, transmitting strength, our unique dynamic, our ability to adapt to the changing needs of our clients and the environment, and at the same time that we are solid, a very important value that allows us to inspire trust.

As a result of our efforts to communicate our brand, ours is considered one of the most valuable in Mexico and especially in the financial sector. The consultancy agency, Brand Finance, estimates the Banorte brand’s value to be worth $1.619 billion dollars. Our challenge is to continue to strengthen it, so that customers and employees remain proud of Banorte and continue to place their trust and patrimony in us.

Throughout 2016 we defined trends in innovation, launching such products as Cuenta Enlace Personal (Personal Link Account) and Tarjeta de Credito por Ti (Credit Card for You). We were the first to use facial recognition technology to allow Mobile Banorte users access to the app using just a selfie.

We understand the challenges and opportunities offered by current methods of contacting customers, driven by digital communication. The customer journey has evolved notoriously, since now customers select the brands and communication methods that they can relate to.

Our 20/20 Vision proposes a course with defined business goals, which must be built on the group’s reputation, proper communication and an effective and reliable relationship with stakeholders.

Corporate reputation stems from the ongoing dialogue between audiences and our institution, both from institutional communication as well as what we project with our daily work.

Our strategic communication program requires the Group to interact with different audiences from a single discursive path and consensus-based narratives, so that audiences hear a homogeneous message. A harmonious communication is effective, and the effectiveness of the image and communication strengthen trust.

The development of this program stems from an innovative theory in institutional communication from the Mexican financial groups: to convert communication offices into a true “engine of content”, corporate wording that reports to our different audiences in a truthful, innovative and attractive way. To do that, we use all the technological repertoire which we have access to, the brief video for computer graphics or digital animation, and using both traditional media as well as social networks or other means (i.e. institutional web page, our TV and radio channels), adapting stories depending on the audience, (whether for investors, customers, employees, opinion forming authorities, civil organizations or the general public), but without changing the core messages, and the narrative path.

We believe that timely and transparent access to information about the Group is as important as the explanation of the stories behind the data, and how these strengthen our commitment to become the best financial group in Mexico and for Mexicans, as described in our 20/20 Vision.

This year the Public Affairs area was created, which aims to develop, manage and follow-up on relationships with Governments, authorities, regulators, legislators, social organizations and public institutions, and thus strengthen our reputation and positioning among these key stakeholders.

This area also provides support to business units, by being responsible for understanding the context and the public agenda of the country, knowing in which direction it is headed and how Grupo Financiero Banorte can take advantage of opportunities.