Matthew Miller
Sep 12, 2018

'Bank less': The slogan so popular two banks are using it

What do you do when you discover your new brand philosophy is already in use by another player in your industry? Australia's Bankwest decided to stick to its guns.

Bankwest's positioning hit the streets this week, months after DBS's version.

Australia's Bankwest on Tuesday launched what it calls a new, bold and distinctive brand positioning with a campaign that includes OOH, press, digital and social. Developed by WPP AUNZ agency Union, the 'Bank less' positioning aims to positively differentiate the bank in an increasingly homogenised industry and cynical consumer environment, according to a statement.

Makes perfect sense. So much sense, in fact, that another bank is already using essentially the same positioning. Singapore-based...

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