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...