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NAB is breaking up, but can it find a new love? (Another perspective)

The new ad campaign from Australian bank NAB has potential, but are they capable of leveraging it? The campaign idea of ‘breaking up’ from the other 3 major banks (CommBank, Westpac and ANZ) , has captured lots of media focus and commentary. It has laced…

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National Australia Bank's Break-up Campaign – Brand Differentiation with a Difference

Straight-up Brand Differentiation. On Valentine’s Day 2011, across Australia, NAB bankers simultaneously broke it off with the other big banks. The break-up was very public, it happened in restaurants, parks, public transport and bars around the nation. On Tuesday NAB took-out full page advertisements in…

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