2. • 48 years as part of New Zealand communities• financial services company with national retail presence• earnings C.A.G.R. of 35% over last 3 years• not a demographic or ethnic specific brand,nor gender or age-basedbrand – a ‘mindset’ brand• values based around trust, respect, fairness “Dtr have been someone who gave me an opportunity when I really needed one and now I’ve built up a relationship and they gave me a break and gave me back my confidence during a tricky patch. Marion [the manager] came to see me and I was able to open up and she was great and now she says to me you’ve come along way from then to now and I know they are proud of me”
9. collapse of the ‘middle’ • a ‘mindset’, not a ‘demographic’ set • more, not less aspirational • restrained not constrained • no locus of control • spectator in a big world, moving too fast for them
10. a ‘mindset’ not a ‘demographic set’ post - ncc no credit checks post-rebranding
14. integration or just ‘repetition’? • values based • coherent • consistent • cohesive Is it born of the heart and can you feel it across all Touch points?
19. values based brand integration • check you’re not chasing ghosts • is it really integration, or just repetition? • fragmentation can lead to dilution? • is it born of the heart, does it come from within? • get out of the way!
20. values based brand integration Ultimately the consumer is the only true integrator. Mark Spring July 2010