Capital One Rebrands ING Direct, Puts Brand Equity At Risk

Capital One announced that it will drop the ING Direct brand (along with its highly recognizable orange ball logo) and rename the unit Capital One 360. While it may make sense to reinforce the Capital One brand across its operating units, this move comes with some risk.

It turns out that ING Direct has considerably more positive brand equity than Capital One. Take a look at banking results across many of our 2012 Temkin Ratings:

The bottom line: Hopefully a lot of ING Direct rubs off on Capital One

Written by 

I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (, a non-profit organization dedicated to the success of CX professionals.

3 thoughts on “Capital One Rebrands ING Direct, Puts Brand Equity At Risk”

  1. I can tell you, I dropped ING Direct like a hot potato when I found that out. As much as I loved them, I have no love for Capital One… The branding should have gone the other direction. (Not that it was possible.)

    C’est la vie… (I moved to Simple)

  2. You nailed this one, Bruce. As a long-time customer and evangelist for ING Direct, this feels like a move in the wrong direction. The 360 brand just feels bloated and ‘old school.’ I’ll wait until after the change to see if I want to switch services, though.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.