Between 2010 and 2014, we were able to navigate the brand into calmer waters. First by making the bank eligible to rejoin the major league of banking by talking about the ‘anno nu’ changes the bank had made. Followed by a new period of differentiation of the bank in the Dutch market. ‘De bank anno nu’ enabled us to build a consistent campaign over time, while changing the perspective from a view of the bank to a firm focus on the customer. And helped the bank to talk again about its real intrinsic values: helping ambitious customers move forward.