BNZ New Master Brand 

BNZ

'How do you change the face of banking to reflect a customer focussed transition?' BNZ are rapidly developing a service model and product approach that is transcending the banking approaches of old. To match this evolution and meet the changing needs and desires of their customers, their brand and experience needs to be open, fresh and informal as well as being more accessible, relevant and valuable to a wide range of New Zealanders. BNZ hadn't evolved its brand identity for over twenty years. Yet over the last three years it had introduced business-wide change aimed at revolutionising the way New Zealanders experience and use banks. Significant initiatives had included: '� The introduction of Out of the Box banking in branches. '� The launch of the first radically reformatted prototype BNZ '~stores'. '� A programme to focus BNZ's front line staff on new and improved ways of relating to customers. '� The launch of a highly successful internal culture programme aimed at lifting individual and team performance bank-wide.

Over this period BNZ had also introduced the Pig Tales marketing campaign. Its success highlighted just how dated the master brand had become. Then in mid 2008 a significant restructure (creating what are now BNZ Capital and BNZ Partners) was approved to improve services to specialist customers. Due to the impending launch of the new structure the rebrand was set an incredibly tight four month deadline. As BNZ hadn't rebranded for so long a review of communications applications and channels across all business units was required. These had evolved over many years and consolidation was required. The new identity and restructure also necessitated an overhaul of all existing online channels. Designing and changing out signage across 160 sites nationwide also had to be factored in. Solution A structured stakeholder consultation and sign off process was agreed. BNZ project teams were put in place to coordinate roll-out planning in partnership with DNA. Brand strategy, concept exploration and visual identity development were then undertaken at a rapid pace. The brand strategy set the criteria for reflecting the bank's transformation (which is redefining banking services and how customers access these) through a brave and consumer-friendly identity. This had to stand alone while supporting the current Pig Tales marketing platform. A highly consultative approach was taken during this part of the process. This allowed for the exploration of wide range of ideas and thematic routes. Agreement was reached on the conceptual work quickly. As part of this process Bank of New Zealand was renamed BNZ and naming was undertaken for the new sub-brands - BNZ Partners and BNZ Capital. Work then began on application of the new identity across multiple channels and formats, as did planning for its launch to the 5,000 plus BNZ staff.

Launched in October 2008 the new BNZ brand was met with genuine excitement across the bank. Parent company NAB was also very happy with the outcome as it clearly reflects how BNZ is leading the evolution of banking services and delivery in New Zealand. Crucially, customer response to date has been incredibly positive. The scene is now set for the next phase of the BNZ's transformation, where the balance of power in the bank/customer relationship will ultimately move more towards the customer.

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