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

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blad 'RI The Word / The Word' (EN) | 2003 | | pagina 21