ING Direct’s Canadian operation was recently bought by Scotiabank.
ING’s brand associations have traditionally been about being more innovative and consumer-focused than corporate; more about transparency than intimidation. To that end, when the online-only bank brand was first launched, it actually opened a cafe in New York City to raise awareness with a physical location (because there were no banks to visit). (A cafe also later opened in Toronto).
Your classmate Anna has pointed out to me that as part of the acquisition, Scotiabank is rebranding: the bank will soon be known as “Tangerine.” An interesting description of the process is here: http://www.youtube.com/watch?v=Y8GB40isubo
What do you think of the Tangerine rebrand? Will it resonate with Millenials?