Mehra: getting back to basics on brand

ANZ customers told the bank they wanted it to get back to basics. So that’s what the bank did. 

“What they were telling us was ‘get back to money’,” ANZ GM, group marketing, insights and analytics Sweta Mehra told the latest edition of The ANZ Way podcast. “(they were telling us) ‘show me what I can do with my money’.” 

As part of its recent brand relaunch, ANZ conducted consumer research into expectations around financial services. The results showed while consumers say they don’t trust banks, they are open to the sector providing them with financial solutions – what they actually perceive as a bank’s area of expertise. 

“What [consumers] were telling us was ‘get back to money’.” - Mehra

“They told us they don’t trust the banks,” Mehra said. “They don’t think the banks are in it for them. They don’t believe we care about them at all.”

Still, they are open to “banks providing them [financial solutions, providing them ideas,” she said. “They trust the banks to be experts in finance.”

As a result of the research ANZ has since launched a campaign encouraging consumers to ‘get on top’ of their finances.

You can click below to hear an edit of the podcast, or go here to hear the full version. 

Mehra also touched on the bank’s work around its ‘purpose’ and staying focussed on the consumer. Listen to the podcast above to find out more.

Janak Rogers is host of The ANZ Way podcast

The views and opinions expressed in this communication are those of the author and may not necessarily state or reflect those of ANZ.

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