W Rabobank
GROUP NEWS
Demand for focus
Mixed messages
Brand personality
Targeted appeal
Rabobank wholesale's core proposition:
Communication specialists within
the Rabobank network include van
Veggel, Tom Peijster, recently ap-
pointed to Rabogroup Communica
tions and Paul Mutsaers, Branding
Project Manager. This team has uti-
lized in-depth research and analysis,
industry consultations, interviews
with internal and external players,
discussion and debate over the past
18 months to determine a new brand
strategy that will encourage an in-
crease in market share and market
penetration. Purther fuelling this
need to refocus Rabobank's identitv
and position is the Group-wide
move towards greater integration,
stronger cliënt focus and better cost
efficiencies.
'Our assessment of the Rabobank
brand revealed that in fact, 16 dif
ferent labels were in use,' says
Mutsaers. 'We'd lost our grip on
the Rabobank brand and were no
Ionger presenting in a clear and
consistent way to the market.' Cus-
tomers look for solidity, consistency
and clear policy in addition to inte-
grated solutions for their financial
issues. For this reason, it is imperative
to approach target market customers
verytbing we do determines the way our customers experience Rabobank,
brom tbe bigger picture to the little things that make all the difference:
wbat we say, what we do, what products and services we offer, wbat our envi
ronments are like and bow we communicate. We have a different way.
Cballenging - we continually stimulate our customers and ourselves to push
houndaries and to go beyond (apparent) restrictions.
Modern - we are ahead of otbers, thinking of innovative products and
solutions before anybody else.
Entbusiastic - we do wbat we can and share wbat we know - giving it all
we've got.
Professional - we are true professionals and always try to be the best at wbat-
ever we are doing.
Empathie - we get on tbe client's wavelength - gladly and competently.
We understand each otber's potential and limitations.
Self-confident - we know our oum capabilities and are proud to show what
we can achieve.
in a coordinated and consistent
manner. 'By communicating through
16 different labels we were confus-
ing customers about who we are and
what we can do for thern,' Mutsaers
says.
'The new brand strategy that has
evolved is based on one core
Rabobank brand or identity with
three distinct expressions to appeal
to our three target markets,' explains
Peijster. The visual style of the
Rabobank retail brand, Rabobank
wholesale brand and Rabogroup
brand has been defined to appeal,
respectively, to private customers
and Small to Medium Finterprises
(SMF's); large companies and inter-
(Seated L-R) Tom Peijster, Rabogroup Communications and Roel van Veggel, Wholesale
Communications. (Standing) Paul Mutsaers, Branding Project Manager - a new coordinated
approach.
'Banking to get more out ofyour business, more opportunities,
better solutions - bringing it further tban you ever expected.
Together we push tbe houndaries.
22 I The Word I
