ASB Bank Limited

The study traces the emergence of BankDirect from its launch in 1997 and explains how the technological leadership enjoyed by its parent company was exploited to create a credible market differentiation.

ASB Bank

One step ahead

Agency: Whybin TBWA

Introduction / Marketing Challenge

Since the late 1960's ASB Bank has adopted a brand differentiation position based on technology leadership. With its origins in the development of New Zealand's first onlinerealtime banking system in 1969, ASB Bank has pioneered technology development and has a proud history of 'first to market' in all New Zealand's customer facing banking technologies.

1996 saw the development of Bank Direct (a division of ASB Bank), which was launched in late 1997. At that time the Bank needed to pass its technology leadership brand position to BankDirect, and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands