Case Studies
St George Bank
Despite years of high advertising and marketing activity, in 2004 St George lacked a potent, competitively challenging and clearly articulated brand positioning.
Brand Council undertook a comprehensive review of the St George brand status and standing, character, personality, potency and positioning, and developed a brand blueprint and roadmap for the next 5 years.
In 2004 despite being one of the top 10 Australian companies, larger than Qantas, and the 5th largest bank, perception of St George was, in the main, still the St George of the 80’s – a ‘suburban’ building society, friendly, caring and personal, a bit ‘hokey’ – not ‘up there with the serious players, the Big 4 banks, in regard to competency, sophistication, services or financial clout.
Developing the ‘Good with people, good with money’ brand stance helped to establish St George as being as proficient and professional as the Big 4 banks without losing the friendly, caring, human values of their heritage.
This resulted in a good outcome for a very good company, an outcome where the brands image and perception was finally aligned with its true corporate status.
Brand Council is a strategic consultancy with a depth of experience in brand creation, brand building, brand transformation and brand refreshment.
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