Comments on: Westpac Resurrecting Dead Brand for Online Direct Arm? http://thefinancialbrand.com/9412/westpac-resurrects-bank-of-melbourne-brand/ Ideas and insights for financial marketers. Tue, 22 May 2012 18:48:57 +0000 hourly 1 http://wordpress.org/?v= By: Editor http://thefinancialbrand.com/9412/westpac-resurrects-bank-of-melbourne-brand/comment-page-1/#comment-3809 Editor Wed, 06 Jan 2010 23:35:24 +0000 http://thefinancialbrand.com/?p=9412#comment-3809 Hi Gerd, Thanks for taking the time to shed some light on UBank's strategy. There's nothing inherently wrong with a spin-off brand. It makes sense if you have a solid strategy, such as the one you outlined above. But presently, it doesn't seem clear why <em>Bank of Melbourne</em> would be the brand to resurrect. Why not give a new, snazzy online bank a hip new name like <em>UBank</em> or <em>Redneck?</em> Hi Gerd,

Thanks for taking the time to shed some light on UBank’s strategy.

There’s nothing inherently wrong with a spin-off brand. It makes sense if you have a solid strategy, such as the one you outlined above. But presently, it doesn’t seem clear why Bank of Melbourne would be the brand to resurrect. Why not give a new, snazzy online bank a hip new name like UBank or Redneck?

]]> By: Gerd Schenkel http://thefinancialbrand.com/9412/westpac-resurrects-bank-of-melbourne-brand/comment-page-1/#comment-3807 Gerd Schenkel Wed, 06 Jan 2010 20:56:42 +0000 http://thefinancialbrand.com/?p=9412#comment-3807 Hello - and thanks for the coverage. In response to one of the questions raised above: From a UBank perspective, we have opted for a new brand in order to clearly communicate the differences between the core, NAB branded offering, and the new UBank offering. UBank has a narrow, specialist product set that can only be operated using UBank channels (primarily telephone & online, and no branches) and is designed & priced accordingly. In addition, our brand symbolizes our values which each and every staff member at UBank lives every day. Gerd from UBank. Hello – and thanks for the coverage. In response to one of the questions raised above: From a UBank perspective, we have opted for a new brand in order to clearly communicate the differences between the core, NAB branded offering, and the new UBank offering. UBank has a narrow, specialist product set that can only be operated using UBank channels (primarily telephone & online, and no branches) and is designed & priced accordingly. In addition, our brand symbolizes our values which each and every staff member at UBank lives every day.

Gerd from UBank.

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