We launched the CommBank ‘Can’ positioning in May 2012. After the doom and gloom of the GFC it was just what Australia needed to hear. And before long the bank had become number 1 in Customer Satisfaction. But a year from launch, attitudes had become more positive, and our ‘negativity stifles progress’ insight was less relevant. ‘Can’ was still right, but our insight changed to ‘positivity propels you forward’.