Building a leading financial services brand
Consumer trends indicate that consumers are getting older, wealthier, and increasingly becoming more responsible for financing their own retirement. At the same time, the current environment has made clear what consumers do want from a financial services company: a partner they can trust, expertise, and an easy experience overall.
ING wants to fill this void: in 2007 we began to refine and develop ‘easy to deal with’ as the key differentiating factor for ING. Already in the last decade we have made significant progress in moving ING from being a ‘house of brands’ to a valuable global brand in financial services. In 2007 we focused on activating our brand across the world with one consistent look and feel – one logo, one dominant corporate color (orange), and one global advertising campaign. We are becoming a differentiated, global ‘branded house’: one company, one brand. In line with this, in 2007 the important decision was taken to bring the Dutch retail banking businesses under the single ING brand starting next year.
These initiatives have been instrumental in helping ING build customer loyalty. It enables us to distinguish ourselves from our competitors, attract the best employees and create one common culture.