Bendigo Bank: Four big reasons to try number five

Bendigo Bank, an Australian financial institution, simplified the complex market into a binary battle between the bullying ‘Big 4’ and the trusted number 5.

Executive summary

Throughout Australia's Royal Commission into Misconduct in the Banking, Superannuation and Financial Services Industry, Bendigo Bank successfully took on a collective giant - the 'Big 4'. Repositioning as the big bank that actually cares about its customers, Bendigo Bank simplified the complex market into a binary battle between the bullying 'Big 4' and the trusted number 5. It worked. The 'Better Big Bank' platform, positively impacted perceptions of Bendigo Bank and brought in an incremental increase in customers.1And with only X% SOV to the 'Big 4's' X%, Bendigo Bank outperformed the 'Big 4's' customer share growth...

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