Tuesday, February 19, 2008

Participation in brand landscape

Another example of consumer participation and involved is shown in the Netherlands. After the takeover of Postbank by ING, the latest decided to abandon the Dutch brand and rebrand all branches into ING. No doubt ING has good reasons to replace thé financial brand of the Netherlands, Postbank, by the ING brand. But the decision is much debated, since the 2 brands are perceived as opposite to one another and people have a real emotional relationship with Postbank. The risk for unsatisfied clients is thus real.
One of these clients, Wim Luijk, decided to create the website www.postbankmoetblijven.nl to express his dissatisfaction. How to react as a marketer?

Read all about it in this week’s column.

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