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...