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ANZ bank’s masterstroke of differentiated brand strategy

Standing out from the crowd in a summer of sport. So what’s notable about a bank choosing an Olympic gold medalist basketballer and an Australian Open tennis Champion to represent their brand across an integrated campaign this summer. Well for starters, it’s the one athlete…

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Customer Centric is the new brand strategy for banks.

Are banking brands finally getting ahead of the consumer curve? Reading an article this week about Chase Bank in the US, I noted for the second time in a week a services brand seeking to be “the apple genius bar” for their category. Not surprisingly,…

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M&A Rebrand fail: ING Direct becomes Capital One 360

If you ever doubted the real value of a brand name and identity, try taking it away from your loyal customers and watch the reaction. In the USA, ING Direct is no more – and Capital One is finding out the hard way that brand…

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A bank that is proud to be boring

I am always impressed by brands that have the guts to break the mould and just be proud of who they really are. While most bank brands spend millions telling us how they are different, can do, live in our world and help us win,…

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More take, not enough give: NAB brand promise destroyed

After spending millions trying to distance themselves from the other ‘big 4’ banks, NAB did once again, but in all the wrong ways last week. Since the Valentine’s Day stunt, NAB had been slowly regaining the public’s trust. They’d reduced fees, rejigged products and worked…

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