CONCENTRATED BRAND IDEA: Complaining about banks is a national pastime. Backed by ING’s authentic values, the legacy of a fairer deal, and the highest net promoter score in the category, the strategic opportunity for ING was to pick up the role of the category challenger – the principled David to the ruthless banking Goliaths and a viable alternative to the Big 4. When the banking system isn’t in the interests of people, ING will challenge, change or reinvent the system – now that’s How Banking Can Be.