At the core
Handle with care
Rabobank
Rabobank
Cattle
Cotitinued from page 19
in part to the success of Rabobank's Visiting Experts Program,
the Executive Development Program for Primary Producers
and other Rabobank sponsored initiatives targeting farmers.
'The time was right to clearly present ourselves as a single
organization,' he says.
'1 was certain,' says General Manager Marketing, Belinda
Howell, who's managed the process from the beginning, 'that
the right approach was to think of this as more than just a
name change. Re-branding PIBA under the Rabobank name
would be both an expression of change and a catalyst for fur-
ther growth. Wc were talking about a multifaceted positioning
project. It was not a case of just switching the logo, we needed
to identify PIBA's brand strengths and Rabobank's brand
strengths and then combine them into a refocused Rabobank
brand for Australia. From that perspective, we realized we
needed to analyze the core values of each brand. We needed
to establish what people actually thought of Rabobank and
PIBA and craft a "new" brand, the Rabobank Australia
brand, from that.'
It was quickly recognized that convincing staff of the case for
re-branding would require quite some effort and hence became
a priority (see sidebar, page 19-20). In contrast, market
research revealed that clients would be relatively warm to the
name change. 'Early in the year we embarked on an awareness
building cantpaign among clients, aiming to educate them
about Rabobank and thus foster acceptance,' explains Elowell.
Letters were distributed to clients announcing the change and
corporate brochures have followed these up. 'We're very mind-
ful,' says Howell, 'that awareness building takes time. Over
the next 12 months we've planned some big cliënt dinners in
PIBA is now Rabobank.
Samething,just a different name.
If you bank with rhe Primary Industry Bank of Australia (PIBA). you're already a dient of the Rabobank
Group. We are the world s leading specialist in food and agribusiness banking, and we have been
behind PIBA for the last eight years. Now PIBA s name is changing to Rabobank Australia Limited but
that's the only change. You'll continue to receive the same personalised service you have come to expect
from us.So,it's business as usual. For moreinformation call I300 30 30 33orvtsitwww.rabobank.com.au
Greater Perspective
fcj Greater Perspective
Cattle Property, ft oma
Otctuid Hoon VaHey
The Word I 21