Major Australian banks to reposition brands

Skyrocketing lending margins push banks to get closer with their customers through rebranding.

In the past month, ANZ, NAB and Westpac have tossed millions of dollars at re-positioning their businesses as "local" and "community-connected" brands.

Earlier this month, ANZ re-fashioned its signage with three fresh blue blobs and added a catch-line "we live in your world," as reported in News.com.

And on billboards across the city, NAB has promised to bring money "closer to Melbourne".

Meanwhile, Westpac CEO Gail Kelly will try to re-establish Westpac as Australia's "local bank" when she breaks with tradition to present the 2009 annual profit from a press conference among customers in the historic branch at 341 George St, Sydney.