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Why NAB embraced human centred design | Mumbrella360 video

In this session from Mumbrella360, a panel of brand marketers discuss the importance of implementing human centred design into even the most functional of brands.

When NAB decided to implement human centered thinking into their biggest brand push to date, the task faced by the bank wasn’t easy.

Michael Nearhos, general manager, brand experience at NAB explains during this session from June’s Mumbrella360 conference: “In the banking category, there’s often a perception that banks just think about themselves, or just think about money, when really we had to show people that we cared for people as well.”

Referencing what Darren Natale, managing and creative director at Aesthetic describes as the “underlying cynicism around banks”, Michael Nearhos, general manager, brand experience at NAB admits “there’s no denying it, as a category, it’s in the news a lot. But we’ve also got to remember that it’s delivered by 35,000 people in a service sector, to people. So it’s a service category.”

Nearhos points to NAB’s ‘more than money’ campaign, which understands how “people’s lives are about trying to solve that paradox” between rational financial decisions and the human emotion which underlies it.

The panel also discusses NAB’s activation at Midsumma Festival, where they created a tree made out of thoughts and feelings from those in the community.

However, it’s the business outcomes from these kinds of events that are really what Kristy Macfarlane, head of diversity and inclusion at NAB, is really interested in: “The business case behind why inclusion is so important has been proven time and time again… you’re six times more likely to innovate if you have diversity of thought.”

From a sponsorship perspective, Nearhos said: “It absolutely has to have a commercial justification – not so much in the selling of product – but we absolutely track performance on all of these properties.”

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