Desjardins, More than a Bank
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | September 2006–April 2008 |
Start of Advertising/Communication Effort: | September 2006 |
Base Period for Comparison: | Historical trends |
Different is Not Better.
Different makes you an alternative. Better makes you the most desirable one.
Desjardins, Canada's largest cooperative financial group, is a different kind of financial institution. It is owned by its members, who share in the profits. It has a different purpose and different values than banks.
After having successfully reaffirmed Desjardins’ distinctive nature as a cooperative through the This is not a bankintegrated campaign, we were faced...