Australia's Commonwealth Bank on building brand longevity

This article outlines how Commonwealth Bank, Australia's largest bank, is building brand longevity in a fast changing category under increased public scrutiny.

Marketers need to stop focusing on change and turn their attention to what will remain constant, believes Vittoria Shortt, Group Executive, Group Marketing and Strategy for the Commonwealth Bank of Australia (CBA).

"So much is changing around the worl

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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