Quick quiz. Which one is the odd one out:
- Simpler. Better. Faster.
- Inspired. Motivated. Involved.
- Moving Forward
If you answered #1, go to the head of the class because of the three, only #1 is a client-facing, tangible brand-promise (Translation: #1 requires that the brand delivers on its promise). The other two are a load of marketing-speak trash.
The three options above mark the (de-)evolution of Standard Bank’s promise to its customers, with option #3 the latest iteration, which was launched late last week.
“Moving Forward” is a load of bollocks. It says nothing because it means nothing. And that suits Standard Bank just fine, because it appears that they don’t want to promise their customers anything that actually can be measured (like being simpler or faster). Or at least that’s the sense I get from this line.
Standard Bank group brand director Nikki Twomey was quoted as saying: “Financial services advertising throughout the world suffers from a sea of sameness. It is difficult to tell one brand from another. We wanted to create something that was unique, that makes Standard Bank stand out from the clutter.” [Quote from BizCommunity article by Simone Puterman. Linked earlier.]
So here’s a crazy idea: instead of wasting bucketloads of money on a new payoff line (and what looks to be an internal version of Facebook), how about you toddle off and find some real ways of helping your customers get more from their money? Maybe create some actually useful products that pay decent returns? Guaranteed, that will make you stand out.
Oh, wait. You can’t be bothered because that means you’ll have to stand still and listen to your customers, instead of “Moving Forward”.