values based brand integration

Mark SpringJuly 2010

• 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-

based brand – 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”

a cultural insight

collapse of the ‘middle’

collapse of the ‘middle’

collapse of the ‘middle’

collapse of the ‘middle’

collapse of the ‘middle’

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

a ‘mindset’ not a ‘demographic set’

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FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14

no cr

edit

chec

ks post - ncc

post-re

branding

integration or just ‘repetition’?

integration or just ‘repetition’?

integration or just ‘repetition’?

• values based• coherent• consistent• cohesive

Is it born of the heart and can you feel itacross allTouch points?

integration or just ‘repetition’?

integration is the convergence of 3 insights

true integration is the convergence of 3 insights

true integration is the convergence of 3 insights

true integration is the convergence of 3 insights

Brandintegration

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!

Mark SpringJuly 2010

values based brand integration

Ultimately the consumer is the only true integrator.