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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…

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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…

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