ANZ’s first-to-market launch of Apple Pay step one in new brand marketing direction

April 29, 2016 10:23

ANZ Bank’s decision to be the first Australian bank to adopt Apple Pay in Australia is the beginning of a broader push to change consumer perception of the brand.

Matt Boss, managing director of products and marketing for ANZ, said the launch this week of Apple Pay for ANZ customers was just the first element in a new direction for the bank.

“(This) is really about repositioning of our brand in the Australian market. It is part of what will be a more deliberate brand repositioning in the consumer’s mind, and internally as well.

“This is something our customers have asked for and that is certainly a core reason for doing this, but there are other reasons and you don’t do something in isolation and we will take advantage of this situation from a marketing sense and a customer sense.”

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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