In 2003, Vincent Lazzara took on a contract role for Interbrand to research how the ABN Amro brand was perceived in Australia and New Zealand.
While the ABN Amro brand has global strength and integrity, recent activity in the local sector made local business nervous to commission international investment banks. ABN Amro needed to demonstrate not only commitment to the region, but to drive the innovation agenda.
International banks were also perceived to be arrogant and disconnected. This gave ABN Amro an opportunity to build notions of trust, client supportiveness and local knowledge as part of their brand character.
A global brand in a local market
As this project was occurring simultaneously with a global repositioning campaign, we added characteristics essential within the local market to the core brand values already established globally.
Key messages were then developed to support the brand identity and spirit.
- Competitor audit and review
- Interviews with 30 key clients in Australia and New Zealand
- Brand perception research report
- Brand positioning strategy
- Marketing communication planning