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Rethinking stability in a time of geopolitical shifts and economic fragmentation
Article published in Persönlich on 3 March 2026.
In an era defined by geopolitical strain, economic fragmentation, and accelerating technological change, the very notion of stability is being tested anew. As Lombard Odier marks its 230th anniversary in 2026, this moment calls not for a defence of the status quo, but for a more dynamic understanding of resilience – one rooted in long-term thinking, adaptation, and disciplined reinvention. With its latest campaign, Rethink Stability, the Group extends the philosophy behind its longstanding Rethink Everything® positioning, bringing a more visually assertive and culturally attuned language to wealth management.
In this conversation, Fabio Mancone, Partner and Chief Branding Officer at Lombard Odier, reflects on how a heritage institution can use brand authenticity, aesthetic leadership, and strategic clarity to speak honestly to its current clients and those to come.
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Mr. Mancone, Lombard Odier’s new campaign is titled “Rethink Stability”. Why does stability, of all concepts, need to be redefined today?
We are going through a period of geopolitical and economic upheaval, marked by technological disruptions and social fractures, all against the backdrop of accelerating deglobalisation. At the same time, global warming continues its course. Change is rapid and inexorable at every level.
Since its founding, our Group has weathered more than 40 crises. Our strength lies in our resilience and stability. We believe stability is something that must be continuously built and, therefore, constantly reimagined
As a bank celebrating its 230th anniversary this year, our mission is to help our clients navigate this uncertain and volatile environment. In the face of such shifts, we all aspire to stability – but stability does not mean inertia. Since its founding, our Group has weathered more than 40 crises. Our strength lies in our resilience and stability. We believe stability is something that must be continuously built and, therefore, constantly reimagined.
Financial brands are often perceived as restrained and conservative. How much inner courage does it take to deliver such a visually powerful and emotionally driven campaign?
The strength of our campaigns lies in their ability to spark questions and invite reflection on the world as we perceive it. In this sense, they are non‑conventional for a financial institution, yet perfectly aligned with our motto – Rethink Everything® – as well as our values and philosophy. Furthermore, they are anchored in concrete investment themes, allowing us to showcase our first‑class investment expertise in innovative ways – for instance by putting together portfolios that benefit from long-term economic and geopolitical changes.
The central film is built around a strong metaphor. What role do storytelling and aesthetics play today in establishing the credibility of a wealth management brand?
Storytelling and aesthetics are essential to building credibility in wealth and asset management. Storytelling allows us to express our long-term vision and demonstrate our unwavering commitment to excellence – one of our values.
Aesthetics, in turn, embody these values: precision, craftsmanship, and coherence. Together, they create a consistent brand experience that creates trust and reflects the excellence our clients expect from their long-term financial partner.
You have stated that stability is not static, but has to be re-created constantly. How do you translate this ambition into a clear and compelling brand message?
“Rethink Stability” focuses on the principles have been guiding us over the last two hundred years and more: long-term thinking, careful risk management and a constant striving for excellence. We have expressed this conviction in a visual brand message that conveys stability as an active discipline rather than a passive condition.
“Rethink Stability” focuses on the principles have been guiding us over the last two hundred years and more: long-term thinking, careful risk management and a constant striving for excellence
The same way a gyroscope has to keep turning to remain balanced, we have to constantly keep refining our investment convictions, research and services so our clients can enjoy stability in a world that is slipping out of balance. This attitude strengthens trust, and the metaphor allows our brand promise to be experienced in a way that is straightforward and effective.
Has the standard for brand communication in wealth management fundamentally changed in recent years, particularly in response to younger target audiences?
Absolutely. While trust, expertise, and excellence remain essential, how these qualities must be expressed has changed. Younger clients expect brands to be more transparent, more authentic, and take a clear stand – especially when it comes to sustainability.
Communication also has to be attractive, both visually and digitally. For us, this means being clearer and more open in our communications, showing the thought processes behind our investment approach and being consistent in how we express our values.
To what extent did your time at Giorgio Armani and Ralph Lauren shape you? Has it influenced your personal style? And does it continue to influence your work?
I gained a deep appreciation of craftsmanship, and a love of detail and timeless elegance. These are values you find in private banks like Lombard Odier, where stability has helped create tradition. Experience has also taught me that true excellence lies in coherence: when vision, aesthetics and implementation all fit together.
Where do you regularly draw inspiration for your work?
I draw inspiration from various places. Culture is important – art, fashion, design and social debates often open up new perspectives and question the status quo.
I also take inspiration from pioneering thinkers in areas such as innovation, long-term economic trends and social change. Good marketing requires empathy and curiosity. Some of the best innovations come about from combining different ways of thinking. So I encourage my teams to deliberately look outside the financial services box occasionally.
When developing a new campaign idea, how do you typically begin? Is there a preferred starting point – such as an insight, a problem, or a provocation – that guides your creative process?
We always start by identifying a major fundamental trend or disruption affecting the global economy – and hence our clients, too. That way, we can set out our perspective and show how Lombard Odier is rising to this challenge.
We always start by identifying a major fundamental trend or disruption affecting the global economy – and hence our clients, too. That way, we can set out our perspective and show how Lombard Odier is rising to this challenge
It’s also important to stay faithful to our long-term approach to client service and understand the perspectives, challenges and ambitions our clients are dealing with. One of the biggest challenges in this extremely rapid and unpredictable world we live in is predicting what the focus issue will be six months from now – because that’s how long it takes to develop a sound, carefully thought-out advertising campaign.
How would you describe your personal creative process in three words?
In two words: rethink everything! Perhaps one more idea: create meaning – and lend even complex or difficult subjects a certain beauty.
important information
This is a marketing communication issued by Bank Lombard Odier & Co Ltd (hereinafter “Lombard Odier”).
It is not intended for distribution, publication, or use in any jurisdiction where such distribution, publication, or use would be unlawful, nor is it aimed at any person or entity to whom it would be unlawful to address such a marketing communication.
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