Avoiding cruise control to remain on the ball
Corporate mediation for strength of body and mind
The long and winding road
Those of you who have driven in the United States will surely remember the
roads. Long and straight, they are likely to be the reason why cruise control was
invented. At the push of a button, the car takes over and, in theory, you can just
sit back, relax and watch the incredible land and skyscapes flit by. That is, if there
is no traffic to hinder you, the roads are as straight as you thought and you don’t
want to take any diversions along the way.
Rabobank could be forgiven for taking it easy and flicking the comfort switch. Like
most companies, its aim was to be market leader, yet unlike many, it has achieved
just that. In the Netherlands, it is number one in savings, insurances, mortgages,
the agrarian sector and for small and medium-size companies. In other areas too,
the bank enjoys a high market position, often at the top or otherwise close by. But
the Rabobank is not on holiday, corporate avenues are anything but straight and,
even at the best of times, standing still means moving backwards for a company.
So what have they been doing about safeguarding their position?
Coolbrands: Inge in discussion with Arjan Veraart
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CEO Bert Heemskerk | Number of employees 56,209 employees
(= 50,573 in FTEs) | Company turnover e10,049m |
Brand values involved, nearby, leading | Brand promise committed to empowering
you, your family, your business, your community − in short your world – now and in
the future | Target group international: food & agri sector – Netherlands:
all market segments | Primary advertising media tv, radio, internet, outdoor
Vision
Arjan Veraart, Head of Corporate and International Communications: “In recent years, the
Rabobank has achieved all its communications objectives and is faced with a luxury problem in
that the objectives achieved are no longer objectives. To avoid stagnation, we decided therefore to
adapt the formulation of our brand positioning. What does the Rabobank want to stand for? Once
this was decided, our corporate communications had to ensure that this goal was achieved.”
How do you set about achieving brand positioning that is up-to-date and relevant? As follows, as
far as Rabobank is concerned:
Building blocks Business strategy Identity Zeitgeist
Brand positioning Rabobank positioning
Output Products & services Campaign line
Business strategy
Rabobank Netherlands’ business strategy is clear: all-finance market leader, both factually and
mentally. This means, at the very least, that the Rabobank’s positions in which it is market leader
have to be maintained and that leading positions should be achieved in the other markets.
The international ambition is to be the leading global food & agri bank. So, Rabobank wants to be
an all-finance player in its home market and a niche player internationally.
Identity
The Rabobank has been around for over a century, and has a clear, individual identity and a
brand with deep roots. Watering these roots will allow the brand to flourish. Safeguarding and
looking after this identity is therefore the driver in the brand positioning. It is, nevertheless,
important to stay up-to-date and relevant to ensure it becomes one of tomorrow’s brands, and
not a ‘has-been’.
Zeitgeist
To stay relevant and up-to-date as a brand, staying in touch and capitalising on the Zeitgeist is
essential. Where is society heading? This is the feeding ground for the brand. Using trend watchers,
the Rabobank is constantly following contemporary developments. The dominant trend seems
to be renewed socialisation and the end of individualisation. Over the coming years, the bank
predicts a gradual development towards greater freedom and a shift away from security and the
control that was dominant at the start of the century.
These three building blocks have led to a reformulation of the Rabobank’s vision, mission,
positioning and brand values.
Together, we can accomplish more.
Mission
Rabobank puts the interests of people and communities first.
Based on our involvement in serving these interests, Rabobank is committed to
acting as an inspiring and innovative force that contributes to the sustainable
development of prosperity and well-being. The related objective is to realise the
current and future ambitions of individuals and communities. This objective is
achieved by strengthening the mutual partnership and presenting the best
possible financial solutions.
Positioning
Committed to empowering you, your family, your business, your community −
in short your world – now and in the future.
Brand values
Involved, nearby and leading.
Putting deeds into action
Once the new company identity is defined, the trick is to translate the updated
brand positioning into products, services and communications. Veraart: “A strong
brand gives a company focus. Fortunately, both our brand and focus are strong.
In all markets, we must show where the Rabobank way leads. We therefore
developed a new communications campaign to make our positioning crystal clear.”
New products and services
In the communications campaign, new products and services are promoted, such as:
• the ‘climate mortgage’, with an interest discount for sustainable housing
• a new credit card developed in cooperation with the WWF. Card payments
automatically lead to a contribution to climate-related projects
• stimulation of investments in sustainable energy sources, such as wind energy.
All these new products and services are aligned with the new brand positioning
and are promoted in all media.
New communications
The Rabobank’s line of communication was also adapted in line with the new
values to be slightly less virtuous and more gutsy and spontaneous. Since identity
is the driver behind brand positioning, the brand has maintained its storytelling
angle, and ensures its brand values are brought to life in its communications. The
new campaign stresses its stimulating and innovative (leading) role in clients’
social environment (nearby), whereby sustainability and commitment are the drivers
(involved). It stresses its involvement in the lives of its clients. With services that are
concrete, relevant and trendsetting and directly in line with its brand positioning.
What will it do for the client and for his environment? Which sustainable
contribution can the Rabobank offer to prosperity and welfare?
The bottom line is that, by ensuring the brand positioning features in products,
services and communications, it has to be clear that the Rabobank is unique and
holds a unique position in its clients’ lives.
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