ING Group
Global one-brand strategy
Due to VBAT's successful involvement with many ING business lines, the ING Group requested the aid of VBAT in directing the overall ING brand. The ING brand had become weakened by the multitude of business line expressions. VBAT offered a one brand strategy to increase the competitive strength of ING. Therefore the Brand Scape™ and Brand Signature were introduced giving audience driven solutions that influence the visual manifestation of ING. Unified under one brand, but in different quantities per audience.
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