The Commonwealth Bank’s “Determined to be Different” campaign has been running for a good while now.

It is an odd tagline – somewhat apologetic perhaps. And definitely with a whiff of “committee crosschecked consensus” about it. But they are a bank, so I guess that’s to be expected.

What I am curious about is to hear from customers of the bank – both business and personal banking customers. Has the determination filtered through? Can you feel the Difference, and in what ways?

So far, they sound different. Can they BE different?