A Big 4 Australian Bank:
Finding the underlying truth that inspires change
What happens when reputational damage, a very public enforceable undertaking and hefty fines from a recent past hits a major Australian financial institution??
Widespread inertia, risk aversion, cultural atrophy and a brand ranked last in preference among its peers. For nearly 14m Australians this storied bank had failed to stand for anything meaningful in over 15 years.
But just what could align, inspire and create change amongst 35,000 people?
“You’ve helped us find our red thread and it’s already motivating our teams to act on it. We couldn’t have gotten here without you. We’ve been trying to find this for over 15 years.”
Building the Strategy, Alignment and Action
Heritage is a Privilege
Looking deeply we found the essence of what had propelled the business for over 200 years - a clear sense of direction, banker empowerment, a bias to action and to serving customers in practical ways, everyday.
A Bigger Solution
We created a simple red thread and reimagined everything. An inspiring new purpose and simple corporate strategy; new values and behaviors that empowered them to act; a new customer value proposition defined what winning looks like today and in 5 years. A new mutual employer value proposition with world class benefits. A set of company-wide signature moves that would show the new strategy in action. And yes, a new brand strategy.
Making it Stick
Aligning and empowering 35,000 people, operations and customer experiences with a single Red Thread woven through every interaction and decision being made in a comprehensive adoption program. And, for the first time in years, the organization is starting to believe that it can retake leadership of its category.
