Desjardins - This is not a bank

Desjardins is a dominant financial institution in Québec, but with vitally different values from banks - it is owned by its members, who share in the profits.

Desjardins - This is not a bank

EXECUTIVE SUMMARY

Results Period: July 2003 – June 2004.

Start of Advertising/Communication Effort: Summer 2003 (see the note below).

Base Period: Historical comparisons.

[Editor's Note: this case is about re-positioning and re-branding. It is based on advertising in its broadest sense i.e. all communication, at all points of contact. In such projects, effort on logos, corporate design, internal marketing, PR etc. often come ahead of the major advertising launch, which in this case happened in Fall 2003.]

Desjardins is a dominant financial institution in Québec, a cooperative with vitally...

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