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Corporate Responsibility November 2009

Corporate Responsibility November 2009

ANZ - We live in your world

New brand focuses on understanding customers’ needs

We have launched a new brand identity and positioning to support our super regional strategy and set an aspiration to develop ANZ as a people-focused, uncomplicated bank.

The launch of our new brand identity is a strong signal of our commitment to work together to make banking more convenient and less complicated for our customers. It is now being rolled out in stages across our businesses and geographies with the goal of presenting a unified ANZ to the world which translates across different languages and cultures.

The launch of the brand follows detailed research conducted across our regions which covered six countries and 12 cities, 300 ANZ staff, and 1300 customers and non-customers. It was this research which uncovered, consistently, that our customers want their unique needs recognised (people-shaped) and their valuable time saved (uncomplicated).

As part of the launch, we’re introducing a new global tagline, ‘We live in your world’.  This aspiration is at the heart of our brand promise – no matter where our customers deal with us, we want to give them one high standard of experience, based on understanding their world better than anyone else.

ANZ Chief Executive Officer, Mike Smith, said: “ANZ is increasingly a regional bank operating in 32 countries and speaking 19 different languages. A strong, unified brand across all our geographies is an important part of our future growth.

“Today, our brand needs to reflect that no matter where our customers deal with us, we want to deliver one high standard of experience, based on understanding their world better than anyone else and working hard to make banking less complicated”.

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