BankSA: Leading a Cultural Revolution
Leading a Cultural Revolution
This is the story of how strategy brought a brand's heritage together with the beginnings of a deep cultural movement, in order to revitalize the brand and once again make it a leader in its state.
From the client
For decades, BankSA had been in steady decline. While it still ranked #1 in key measures1, it was no longer the dominant leader.
BankSA was in its own words, 'out of step with the times'.
The parochial South Australian people no longer had a need for BankSA – it was quickly sliding towards irrelevance.
The client challenge was to 'Revitalize BankSA, converting latent affinity for the brand into business results.'
We had clear objectives:
Business: Arrest the decline, returning home loans and credit cards to growth.