Jade Maletsky, Head of Marketing, Bank First
More than just a name change – bringing a brand to life that is defined by a meaningful purpose
This work told the story of how a bank founded by a group of educators was built on a meaningful purpose.
Pre and post the Royal Commission, banking is in the news every day and consumers quite often feel powerless in their dealings with the big banks. With a history of putting their customers first and reinvesting profits into better products and services and they truly live this every day. In 2018 Victoria Teachers Mutual Bank re-branded to Bank First and this approach was more than just a name change it was defined by a meaningful purpose.
This presentation covered learnings from:
- A full name change and rebrand whilst staying true to its heritage
- Insights into creating a purpose driven brand
- Creating an emotional connection with your customers within a rate driven industry
- A view into the Banking world from a Customer Owned Banking perspective.
ABOUT JADE MALETSKY
Jade is an experienced Strategic Marketing and Communication Manager with a demonstrated history of working in the Financial Services industry. Jade has a balanced background combining 18 years’ experience in Advertising and Marketing together with an MBA. She now heads up the Marketing and Business Development teams for Bank First and enjoys the daily challenge of decoding consumer behaviour within the dynamic world of financial services. Some of Jade’s achievements include re-launching the Liberty Brand, one of the largest African Wealth and Insurance companies across 8 countries, setting up an asset management brand in the UK and the recent rebrand of Victoria Teachers Mutual Bank to Bank first in 2018.