Australia's Commonwealth Bank on building brand longevity

Brooke Hemphill

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 world right now. The big challenge is how you are building brands and businesses for the long term, for the future," she said at the ADMA Global Forum in Sydney.

Shortt oversees marketing for Australia's biggest bank, which boasts around 16.6 million customers. But as Australia's banking sector comes under increased scrutiny, CommBank has found its name embroiled in a number of...

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