OnePath has been revealed as the new brand name and identity for ANZ’s Australian and New Zealand wealth management businesses, replacing the ING brand.
The much-anticipated announcement was made by ANZ last week, where ANZ’s CEO Australia, Phil Chronican, said the introduction of the OnePath name and brand “… recognises that successful wealth businesses need to be positioned and operate as specialists with capabilities that support the particular needs of customers and intermediaries.”
… we seek to grow our share of the IFA market
Mr Chronican said that deepening relationships with its customers is a clear opportunity for ANZ: “This includes continuing our long standing commitment and relationship with professional financial advisers as we seek to grow our share of the IFA market,” he said.
The Bank said this announcement is the first step in a communications program targeting existing intermediaries and customers ahead of a public launch of the OnePath brand later this year, noting it has the licence to use the ING brand until November 2010.
ANZ says the OnePath brandmark is made up of a wordmark and symbol, where the symbol is a stylised depiction of a path designed to give a sense of direction and moving forward which is central to the promise to customers.
