*Positioning

Positioning Rabobank, a neglected back yard?

Photo by Philip Henzler

The Rabobank campaign in 2010 boasted “on all continents but especially in our own backyard.” Yet, it seems that very backyard has been somewhat neglected. The number of cooperative branches has fallen from 547 to 129 in ten years, and the headquarters in Utrecht increasingly wields power, now dictating the entire course.

These days, we see flashy world cities featured when Rabobank aims to convince us of its expertise, cities like Hong Kong and New York, which hardly resemble my backyard. What remains of the statement by former Chairman Lense Koopmans, who in 2011 called the cooperative a ‘superior form of enterprise’ and wanted ’to always be able to see the village church tower’?

In terms of positioning, Rabobank finds itself in a vacuum: are they the big international player or the local cooperative bank for “money and sound advice”? It’s a position to be avoided because, as we always say, “if you’re afraid to choose, a position will be chosen for you.” Customers always want to understand why they are choosing a specific bank, but now that’s too difficult. What the customer sees: Rabobank is becoming just another bank but clings desperately to the positioning that always made it stand out. Who still feels at home with both faces of the bank?

[merkelijkheidcta tag_id=’positioning-en-1′]

Positioning dilemma of Rabobank is visible in our positioning matrix

Development of Rabobank’s Positioning in 3 Commercials

Of course, we’re not advocating for always sticking with the ‘old and familiar’; Rabobank is clearly heading in a certain direction. We simply argue that the company must make a choice and formulate and implement a positioning that fits this choice. Will they opt for the neat backyards of their members, or the green grass of distant destinations?