Recently I was driving along and the car pictured below passed me. I read the sticker on the back windscreen and the confusing message left me wondering was this a bungle?
For our international readers the Commonwealth Bank is one of Australia’s major banks and this year is celebrating its 100th Anniversary of being in business.
The thing that caught my attention was the statement “Our gift to you. Brisbane North Branches”.
The next line of text read “Supporting local communities across Australia in our Centenary year”.
We know from Reciprocity that we feel compelled to give back to those who have given to us first. We also know that the most powerful gifts are those that are meaningful, customised and unexpected.
Now to my confusion. Yes I get the bank has been around for 100 years. Yes I get that without the branches it would make some aspects of banking more difficult. But is opening offices, which are the gateways to your business, a gift to your customers? As a business that reports billions of dollars of profit each year, is giving the branches to the community something that is meaningful and customised or it is part of doing business? I am undecided on this one.
I like the line “Supporting local communities across Australia”. I don’t think “in our Centenary year” is the best finish. Does it mean they haven’t supported the community for the whole 100 years.
It is certainly better than the tag line of other philanthropic organisations that say “Giving back to the communities we serve”. Because to give back you need to take first.
So my point is, I get the supporting message. I get they have been here for 100 years. I am not sure the gift of branches is the best they can come up with. Especially with the increase of internet banking.
I am not nor ever have been a customer of this bank so maybe I am missing the message. Maybe I don’t appreciate what they have done because I don’t use those branches.
Help me out. Am I being too harsh. Do you think it draws Reciprocity to the surface?
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