This paper explains that in order to achieve long-term success ING Direct had to build a brand that was an alternative to the mainstream saver at a time when the UK savings market was already over-crowded. It achieved this by identifying a gap in the market for a catch-free product, creating a campaign that integrated the simple 'for everyone' nature of the product, whilst building the perception of reliability, and executing a media strategy that continually maximised 'the bang for every buck'. By the end of 2005, ING Direct had over one million customers, £24bn of funds under management, had realised the highest savings market share growth of any bank and is now in a position to launch a wider portfolio, including a mortgage product