This information alone shows how much has changed, but the main message is that they are always there for you, whatever your needs. You can also see it in the animated advisor they named Arbie (Figure 1) and in some of the carefully targeted corporate philanthropy that gave the brand a much more recognizable and human face. (strategy, 2011) Arbie was created through research conducted by RBC in 2007. The research had shown that the company brand needed greater warmth, accessibility and advice-based propositions. It also raised an issue with people managing to connect the brand correctly. “People would see our ads and not be able to connect them to a company,” explained Jim Little, who was responsible for branding and communications at the time. He also stated that “We needed an icon that would increase the connection to our brand but also instill some empathy.” (strategy, 2011) RBC offers a lot of flexibility in trying to create a personalized plan for you because every client is unique and one strategy doesn't work for everyone. Ultimately, RBC has created a brand where anyone can come in and feel that their opinion matters and that they are confident when it comes in