The best kept-secret is out. ANZ is getting rid of the National Bank brand including the black horse and green livery.
The announcement is totally expected. Everyone knew it was coming but didn’t worry about it. Now it is a reality customers may start to make decisions around which bank, or brand, they deal with.
From a personal viewpoint I’ve always been a National Bank customer. In fact my first ever real job was with the National Bank, firstly in The Terrace branch then down to 501 the main Wellington branch on Featherston Street.
I feel like I have lost something now that the Horse is going. Do I want to be an ANZ customer (although technically I am one already)?
Both banks have had totally different brand propositions and I wonder whether I want to formerly move from green to blue.
One of the odd things about this is that I know the combined bank will be little different and that ANZ will actually use the National Bank IT platform and offer better services, but there is an emotional element to a bank brand too.
It is going to be fascinating to see how National Bank communicates with its customers and how the other banks react.
TSB has already started a TVC which plays on things like the Australian ownership of the bank and the huge profits which get exported.
