An open letter to Scotiabank and ING #MRX


Dear Scotiabank,

Congratulations on your big purchase. Step 1 done.

Scotiabank Place

Now comes the hard part. Deciding how two banks are going to become one bank. Here is some advice from someone who knows social media research inside out and backwards.

Sometimes, when people are upset, they go on Twitter and write things like “My bank makes me ****ing angry.” Or, they’ll write “The teller at my bank is an f ing idiot.” And, if they want to emphasize just how angry they are by demonstrating exactly which syllable they are putting the stress on, they’ll write “What I’m SAY ING is that my bank sucks royally.”

With your big news, lots of conversations are going to happen in social media. The opinions in these conversations might not get picked up by a survey or in a focus group but they will get picked up in social media research. “Hey, wow, did you hear that Scotiabank has a deal with ING?”   “Isn’t that interesting, I have bank accounts at Scotiabank and ING.”  “Are you happy that Scotiabank is buying ING?”

So here’s the trouble. Anytime someone writes Scotiabank, I know without a doubt that they are refering to Scotiabank, the place where I hoard my millions of dollars. But, when someone writes ING, I have no clue whether they’re having difficulties typing or actually referring to the bank. This is real life on the real interweeb. Take a quick stroll over to Twitter right now and see for yourself that the letters ING rarely ever refer to a bank.

So my dear Scotiabank, here is some free advice. If you have any plans whatsoever of doing any kind of social media research, or if you just want a strong and recognizable brand name, please ditch the ING brand name as fast as you can. Scotiabank is a fabulous brand name.

Sincerely,

Someone who wants your research done properly

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2 responses

  1. What if they change the name to ScotiabankING?

    1. That’s a possibility. A lot of people will still write it as “Scotiabank ING” so as long as the word Scotiabank is in there, they should be good. Shorter is still better so I’d still get rid of the ING part. Scotiabanking is an interesting verb. :)

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