After many long hours and endless discussions, Standard Bank decided that it was time for a change. This decision wasn’t made at the spur of the moment; instead it came after months of hard work, research and the gathering of all the necessary information needed to Move Forward with this change. We’ve learnt from the past and planned for our present and future. Although our new payoff line may not be unique, it does reflect where we are and where we plan to be in the future.
Once we identified Moving Forward as our slogan, we knew our next step was to conduct extensive research on other companies that were using this slogan. A number of companies around the world use the slogan, including Toyota’s USA operation. A few potential issues were identified but after doing trademark and other analytics, we decided to go ahead.
So we knew from the beginning that ‘Moving Forward’ was a payoff line used by other companies around the world. Some might ask what makes Moving Forward unique to Standard Bank? While the slogan is used by companies in sectors such as transport and cellular communications, Standard Bank is the only financial services group that may use it in multiple countries over a long period of time. Also, the fresh creative strategy supporting the campaign is a unique approach for financial services.
Back to Toyota: it makes use of that line only in the USA, which is not a significant market for Standard Bank.