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.”
“NAB’s activation at Midsumma Festival, where they created a tree made out of thoughts and feelings from those in the community.”
And there you have it. The moment bank advertising disappeared up its own backside.