Putting the ‘Heart’ into Australian finance: NAB opts for authenticity and inclusion

Anna Hamill

This article covers how NAB, one of Australia’s leading banks, is repositioning its brand as one of inclusion with storytelling, on-site activations and sponsorship of an LGBT event.

One of the lasting impacts of the global financial crisis in Australia has been the fact that people are much more skeptical about financial services brands. And they're even more suspicious of banks that run cuddly creative about being on the side of everyday Aussie battlers on one side, while putting their fees up or recording eye-watering profits on the other.

Michael Nearhos, General Manager of Brand Experience at National Australia Bank (NAB), acknowledged that the bank is not immune to that negative sentiment."We saw a level of anxiety in consumer land that was unprecedented for many years," Nearhos...

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