In 2013, ING began to redefine their service portfolio and brand experience. The bank decided to position themselves closer to the consumer by creating a new brand promise: ‘empowering people to stay a step ahead in life and business’. ING and VIM Group have since worked together to create a more digital and revitalised brand.

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Before commencing the revitalisation, an Impact Analysis was executed with the help of VIM Group’s ImpactValuator™ tool. This analysis gave insight into the potential financial, organisational and visual consequences of the revitalisation. Programme manager, Jos Rake, explained that “it was a great challenge, due to the many different brand touch points, both offline and online.” Based on the findings of the ImpactValuator™, different implementation scenarios were developed. An evolutionary scenario lasting three years was chosen, which would focus on the use of brand building blocks.

In what has become known as the ‘Lego Model’, these brand building blocks have replaced the need for strict brand guidelines. This method offers each of ING’s retail countries the ability to locally interpret the visual brand. “An important aspect of the revitalisation was the realisation of a consistent appearance of the ING brand, without the need to deny autonomy to the different countries”, says Nanne Bos, Head of Global Brand Management at ING. This approach has led to the successful implementation of the renewed brand promise. Jos Rake continues: “The new ING brand is ready for the digital future, with full commitment of all the countries and business units.”

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