How ING rejuvenated its brand by giving saving the feelgood factor

David Bain and Henry Lambert

Consumer trust, which had long been central to financial services marketing, was severely dented by the economic crisis.

How ING rejuvenated its brand by giving saving the feelgood factor

David Bain and Henry Lambert

This is the story of how ING Direct went against the grain of banking communications to replace a bankrupt notion of trust with a more expansive and positive emotional basis for the brand.

Banking communications are often typified as unemotional and overly rational. Banking is viewed as one of those mythological 'low interest' categories. Why is a refrigerated box of hydrogenated fat considered more inherently interesting than a mortgage – a word that literally means a 'death pledge' (1)? But the underlying...

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