CUA has kicked off a new brand positioning – 'Life Rich Banking'.
The new positioning for the customer-owned bank has been developed in collaboration with Clemenger Proximity Brisbane.
Chris Whitehead, CEO at CUA, said: “One of CUA's key differentiators is the ability to take the money that otherwise would be paid as dividends to shareholders, and use it instead to offer better rates and lower fees.
“We decided to include the word 'banking' in our tagline because it describes what CUA does. It rightly positions CUA as a credible alternative to the 'big banks', so more people can discover the CUA difference.”
Vanessa Brennan, managing director of Clemenger Proximity Brisbane, said: “Clemenger Proximity is delighted to work collaboratively with an organisation like CUA to create and contribute to a new brand positioning strategy, which is aligned to their core values and helps the market understand what CUA has always been about.”
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