One of the biggest bank in Australia decides to rebrand itself recently. Actually, it doesn’t really rebrand, it just changes the logo. And there’s really nothing wrong with that. Companies do it all the time, and very often customers enjoy the change.
As a rule, rebranding attracts a lot of attention because logo is a symbol of the company and all it stands for. That’s why it is so surprising that ANZ, in the days of social media and all direct ways available to us has not really used the net to manage this transition better (or maybe someone is just running late, or maybe I am not seeing things?)
In the result, they already have over 100 negative comments under just one news article about it, not mentioning the twitter chatter and mocking, as well as few not-too-enthusiastic blog posts. Surely it’s caused by more than just the aesthetics of the new design (although that’s what some seem to concentrate on). And it’s not really news (the new logo was already half-announced back in March). My theory is simple: people are having a rant about the logo anywhere and everywhere, because they don’t have the chance to rant about ANZ on other occasions. ANZ doesn’t manage its online channels with that in regard (well their @anzmoneymanager does a bit, and kudos to them!).
If you are an ANZ client and you hear that they are going to spend what you think is YOUR money on their facelift, you might be a little upset (very often clients seem to assume that banks are using their money, that’s why it’s so tricky to manage banking relationship). But you wouldn’t be unhappy about the rebranding as long as your basic service needs are met. And perhaps, if clients actually were given a chance to take part in writing the rebranding story, ANZ could have vented the online emotions before the announcement, not mentioning having some blogging clients in the online world help them lead the rebranding PR.
My point? Perhaps ANZ could have involved the customers more in its scheme, and I am not talking about what Kraft did with Vegemite, but something simpler (and smarter). After all, the new tag line for ANZ is “We live in your world” (which might give a hint as to what the new logo is really depicting: aliens, of course). It was pretty easy to foresee the negative reaction of the clients online, especially if they didn’t (and don’t) have a chance to express their opinion collectively on an ANZ website. And it’s perhaps safe to assume ANZ just treats this as the “usual online blah”. Result? Another missed opportunity to pick up a dialogue and in consequence more misunderstandings. Like for example that the logo itself costs 15mln (it doesn’t).
Guys at ANZ, where and when can I have a conversation about some more important stuff than your logo? You see, all this is NOT a reaction to the logo. It’s your clients’ reaction to the process of your communication and the symptom of a dysfunctional relationship. I guess if you live in our world, then I will soon find out. Yours, always optimistic, client. ANZ responds?
Have a great weekend 
My 3 cents on a $15 mln rebranding of #ANZ
One of the biggest bank in Australia decides to rebrand itself recently. Actually, it doesn’t really rebrand, it just changes the logo. And there’s really nothing wrong with that. Companies do it all the time, and very often customers enjoy the change.
As a rule, rebranding attracts a lot of attention because logo is a symbol of the company and all it stands for. That’s why it is so surprising that ANZ, in the days of social media and all direct ways available to us has not really used the net to manage this transition better (or maybe someone is just running late, or maybe I am not seeing things?)
In the result, they already have over 100 negative comments under just one news article about it, not mentioning the twitter chatter and mocking, as well as few not-too-enthusiastic blog posts. Surely it’s caused by more than just the aesthetics of the new design (although that’s what some seem to concentrate on). And it’s not really news (the new logo was already half-announced back in March). My theory is simple: people are having a rant about the logo anywhere and everywhere, because they don’t have the chance to rant about ANZ on other occasions. ANZ doesn’t manage its online channels with that in regard (well their @anzmoneymanager does a bit, and kudos to them!).
If you are an ANZ client and you hear that they are going to spend what you think is YOUR money on their facelift, you might be a little upset (very often clients seem to assume that banks are using their money, that’s why it’s so tricky to manage banking relationship). But you wouldn’t be unhappy about the rebranding as long as your basic service needs are met. And perhaps, if clients actually were given a chance to take part in writing the rebranding story, ANZ could have vented the online emotions before the announcement, not mentioning having some blogging clients in the online world help them lead the rebranding PR.
My point? Perhaps ANZ could have involved the customers more in its scheme, and I am not talking about what Kraft did with Vegemite, but something simpler (and smarter). After all, the new tag line for ANZ is “We live in your world” (which might give a hint as to what the new logo is really depicting: aliens, of course). It was pretty easy to foresee the negative reaction of the clients online, especially if they didn’t (and don’t) have a chance to express their opinion collectively on an ANZ website. And it’s perhaps safe to assume ANZ just treats this as the “usual online blah”. Result? Another missed opportunity to pick up a dialogue and in consequence more misunderstandings. Like for example that the logo itself costs 15mln (it doesn’t).
Guys at ANZ, where and when can I have a conversation about some more important stuff than your logo? You see, all this is NOT a reaction to the logo. It’s your clients’ reaction to the process of your communication and the symptom of a dysfunctional relationship. I guess if you live in our world, then I will soon find out. Yours, always optimistic, client. ANZ responds?
Have a great weekend