Commonwealth Bank “Determined to be Different”

The Commonwealth Bank’s “Determined to be Different” campaign has been running for a good while now.

It is an odd tagline – somewhat apologetic perhaps. And definitely with a whiff of “committee crosschecked consensus” about it. But they are a bank, so I guess that’s to be expected.

What I am curious about is to hear from customers of the bank – both business and personal banking customers. Has the determination filtered through? Can you feel the Difference, and in what ways?

So far, they sound different. Can they BE different?

Cite
	Title:	Commonwealth Bank “Determined to be Different”
	Author:	Liew, Zern
	Blog Title:	Thoughts at the intersection of Design, Business, Technology, and Applied Psychology
	Date:	3 March 2008
	URL:	https://eicolab.com.au/2008/commonwealth-bank-determined-to-be-different.html