The slogan quoted above hints what position we managed to achieve for ING Nationale Nederlanden (presently ING) – the leader’s position. To get there we had to fight the previous, omnipresent leader – PZU. We gave up trying to climb there though. We just took the place and stayed. And from that position we talked to consumers about a serious social problem – the insufficience of state provided old age pensions. And the consumers, who had similar worries, were eager to listen and equally eager to start percieving ING as a specialist in pensions.
ING NN – the most credible and attractive brand in its category.