(ING Direct / Scotiabank)
ING Direct, Canada’s largest online bank, was doing things differently. They needed a new name to support a fresh take on banking. Research insights from thousands of ING employees and customers indicated it was time for a bold change to match the company’s bold personality and reputation.
Be counter-intuitive. It is one of the most effective options in our creative toolbox. Nothing generates more interest, and nothing communicates confidence better. Tangerine does not fit the traditional model for naming a bank. That is its strength. The name signals a new flavor of banking, but it still linked to tradition by leveraging the orange color of ING. Since Tangerine's launch in 2014, deposits have increased by over $3 billion.
Lexicon’s experience in corporate brand name development spans projects across the globe. These projects are in some ways our most challenging because of the long-term strategic value that accrues to an effective corporate name over time. A company’s name is not its whole story, but it sets up the story, and nothing will be used longer or more often.
Some Corporate Brands We've Named: