(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 more than $3 billion.
The financial services category must inspire trust and security, but also hope and ambition. As the industry has diversified and globalized, and as financial products have grown more complex, the need to embed meaning at the brand level has become more important than ever. This is a reality we understand and a challenge we accept.
A Few Financial Brands We've Named: