By Category

Bank First or Customer First? Confusing rebrand messaging.

New look, new name with a contradictory sales pitch. Next month Victorian Teachers Mutual Bank will relaunch as Bank First. The new name and identity gives the bank a much simpler and stronger name to compete with other mutual banks. It also shifts the brand…

Read more »

Fixing a brand architecture mistake; resurrecting the Bank of Melbourne

This week Westpac brought the Bank of Melbourne back to life, after 7 years. With a strategy to undo perhaps one of the worst brand architecture decisions in the industry, it looks like Westpac is finally admitting they were wrong. But after so long, bringing…

Read more »