ME

1. -vs-
get to know
Follow ME.
/MEbankAU /MEbank /ME Bank
214959.v02/1215

2. ...but we don’t have to play the same game.we’re bankers...
Our industry is like a lock of old sheep: terriied of standing out,
fearful of being left behind, and yet desperate to be noticed.

3. When you work in a service industry where
everyone’s basically selling the same products
and promises, why you do it, how you do it
and what you believe in are the only things
that really matter.
Let’s be inspired by people who dared to be
diferent, who braved the elements and who
changed the world. Let’s change our world –
the banking world – and make it simpler,
easier and sexier than it’s ever been before.

4. USER REVOLUTION
This is Apple’s core brand idea. It’s something they only use internally, and in very simple
terms it’s the thing Apple believe diferentiates them from any other company in their
space. We could also refer to it as their HOW. User revolution speaks to the fact that Apple
revolutionise every product they design with their end user at the epicentre. They strive
to think harder than any other company about how the products they design go to the
heart of the intuitive way people want to use devices, while at the same time putting in our
hands things we could never have imagined we wanted, let alone needed.
ROBIN HOOD REBELLION
When Virgin enter a market – any market – they understand that their HOW is about two
things: undercutting the market and making everything cheaper. They call this ‘Robin Hood
and Rebellion’ – turning the way things are usually done in that market completely on their
head. So when Virgin entered the airline business not only did customers get a cheaper
light, they also got an onboard massage as well.

5. THE FAMILY
The core idea at the heart of McDonald’s is ‘the family’. And the whole promise of the brand
originates from that. When you’ve got a strong core idea, you should use it as a ilter for
everything and McDonald’s do. For example. Product ideas: ensuring all family members get
what they want results in Happy Meals and McCafé. Experience ideas: building occasions and
activities for the family – giving us playgrounds and birthday parties. Sponsorship ideas: building
a facility where families coping with sick children can come and be comfortable – Ronald
McDonald House. Once you’ve got your HOW, it’s easy to use it to focus on what’s important.
MAGIC TO MILLIONS
What was once a broadcaster of children’s movies is now a multi-billion-dollar mega
company, catering to bringing magical moments and memories to the masses. They have
successfully shifted magical movie moments into theme parks, vacations, games and toys
and pretty much anything they touch turns to magic dust. Ensuring that their HOW was
wider than their original ofer meant that they could grow without boundaries.

6. making ME a world class brand... what it is we do for people, why we get up in the morning and how we deliver it.

7. To help all
Australians
get ahead.
At ME, we’re free from
yesterday’s corporate
banking model. We’re
independent, we have no
slow-moving infrastructure,
physical or corporate.
We’ve built ourselves to be
faster, more agile, proactive
not reactive. We’re free
to think bigger, faster and
wider. The power of our
thinking is critical, but the
way we harness it is even
more so. That freedom
and independence allows
us to build a new banking
paradigm in Australia.
We believe
that every
Australian
should be
liberated to
live the best
life they can.
what.
why.
how.

8. free
thinking
This is a brand new kind of bank. One that is unencumbered by the constraints of the
slow-moving inancial world. Not only are we free from physical infrastructure like a big
money-hungry branch network, we’re also free to think bigger, faster and wider than any
other bank – simply because we’re independent and we’ve got the courage to do things
diferently. This means that we’re quicker to market, more customer-focused and simply
easier, smarter and cooler to deal with – watch this space.

9. At ME, we’re sick and tired of
the same old cheesy corporate
clichés.‘Innovation, teamwork,
quality’ have no place in our
world. We’re determined to
become a diferent kind of
bank to any other in Australia,
so we need values that help us
get there.

10. g
o
to the moo
n.
Don’t be afraid to fail. Get out
there, get amongst it, be brave,
break new ground, do things
diferently and change the world.

11. Love what you do and put
yourself in the game every day.
Bring your whole self to work
and be present every second,
give a damn about every single
aspect of what you do.
love monday
.
love monday.

12. Get out there and see the real
world, see what our customers
see, what they want, what they
dream of, hope for, aspire to.
Get into their kitchen and feel
that heat.
ri
de the subwa
y.

13. Keep looking, keep learning,
keep growing. Look outside
and inside and make sure you
know what’s going on in our
world and the whole world.
have a swing
.

14. Just get going. Don’t hesitate,
make things happen, make
every day count. Push yourself
to do more than you’ve ever
done before.
stay hungry.

15. oh,
behave!
Just as our values feel very diferent to the usual
corporate claptrap, the promises we make to our
customers need to feel just as unique. We want to
promise that what we do for our customers will be
diferent to any other brand in our sector.

16. know
me
SEE people, not PINs.
Our customers need us to know them in two distinct
layers. The top layer is the transactional side of our
relationship with them. All the personal details that get
them set up in our system should only be provided once.
But more than just the basics, this layer is about their
accounts: how they fit together, what they’ve got going
with us and how it’s all working. So when they call us
with a query, we’ve got the background already.
The second layer is their life layer. This is the
understanding of the make-up of their life: their
ambitions, aspirations and goals when it comes to
money and how it enables them.

17. know
more
than
me
Make lives better with brilliant banking.
Our core expertise is banking and money, and these
things are critical enablers to Australians in living
a good life. We need to be excellent at these core
facets, but the more interesting part of our job is
to look beyond the transactional side of what we
do and stretch banking into a world of possibility
and opportunity. Our infrastructure frees us from the
confines of a ‘normal’ bank and this means we can
think wider and think unconventionally. Let’s work
together to make our products, services and experiences
liberate our customers, our organisation and ourselves.

18. don’t
bullshit
me
Be real.
Our customers live in a complex world, and our industry
as a whole hides behind a lot of layers that often
bamboozle, infuriate and confuse Australians. It’s these
traits that are often the cause of the hatred directed at
banks. We need to become famous for being simple,
straight-talking and to the point. The way we think about
our collateral, our experiences and the contact we have
with customers should redefine the way customers think
about banking. No jargon. No fine print. No complexity.

19. make
me
smile
Make our customers fall in love.
Our customers live in the real world. Every day they get
inspired, they fall in love and they build deeper loyalties
with the brands they commit to. Banks across the board
never seem to get the hang of this and they remain
deeply entrenched in an archaic system that finds it hard
to move on. Our opportunity is to build a brand that is
more generous, more cool and more desirable than any
other bank in Australia.

20. kno
w
more than
m
e.
do
n’t bullshit m
e.
free
thinking
To help all
Australians
get ahead.
We believe that every
Australian should be
liberated to live the
best life they can.
what.
promises.
how.
why.
values.
know me.
m
ake me smil
e.
go to
the moon
love
monday
ride
the subway
stay
hungry
have
a swing