Monday, November 19, 2012 - 5:04 AM

Challenges Of Rebranding ING DIRECT To Capital One 360

In my review of the transition of ING DIRECT into Capital One 360, I focused mostly on the real changes like in FDIC coverage and foreign transaction fees. If you're mostly interested in the marketing issues with the brand change, this post at The Financial Brand should interest you. It covers the marketing challenges in depth:

The loss of the popular ING Direct brand has sparked a strong reaction among customers and banking industry analysts alike. Will Capital One kill ING Direct’s reputation for service, innovation and ideas along with the name? And would anyone squeal if your brand disappeared tomorrow?

KenBDG5,138 posts since
Nov 29, 2009
Rep Points: 116,949

1. Monday, November 19, 2012 - 6:33 AM

If it's any help, Discover has an orange ball (or maybe it's a circle) in its logo :-)

larkin57 posts since
Jun 18, 2010
Rep Points: 236

2. Tuesday, November 20, 2012 - 3:44 AM

ING was a very strong brand created & maintained over many years.

The name carries tremendous goodwill.

Capital One: JUST THE OPPOSITE !

I would be very surprised if CapOne doesnt muck up what ING built and sooner rather than later.

My account remains open for now but to say I have an itchy trigger finger would be an understatement.

RJM57 posts since
Jan 21, 2011
Rep Points: 313