Recently AXA merged with AMP and Banjo Sydney had the enviable task of creating a new identity for the brand.
The softer, freer and friendlier tone follows along the same lines as the recent rebranding of ANZ. It seems the financial sector is moving away from the square edged corporate look and moving toward a customer focus that has a more human appeal.
But the cynic in me feels it's like petrol companies trying to brand themselves as environmentally friendly. Who do they think they are kidding?
Feel free to add your comments and tell me how well you think this rebranding will work.
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