"Small incremental innovations" are on the digital agenda at National Australia Bank for its wealth division, but "face-to-face advice is still vital" and will receive parallel investment, Andrew Hagger, the bank's chief customer officer told a business lunch in Melbourne yesterday.Platonic contemplation of the place and meaning of the banking industry to society is also up for discussion, Hagger revealed, in a speech that may point to an adjustment by industry leaders on framing the industry's defence in a rough political climate in Australia.Hagger used the speech to provide a sketch of the "three priority areas" for a A$300 million investment announced eleven months ago.        ?Digital innovations and face-to-face financial advice are the first two, while simplification of back-office systems is the third.The latter might not mean offsetting staff savings, with Hagger outlining an "increase in our state-based adviser support team to 150 people to provide better local on-the-ground support to advisers across the country." From what, he did not say.Hagger then devoted a slab of a routine lunchtime talk to the "need to build trust and confidence in the community," a phrase that is almost an industry slogan amid a caravan of actual and threatened industry inquiries.This slogan may have meat on its bone, at least in NAB's imagination.Hagger got to frame some of the bank's latest thinking in the context of another investment, NAB's 2016 marketing reboot under the tagline "More than Money."This campaign is yet to reach the cultural status of NAB icons from 1990s such as Cathy and Cameron or its "Many Rivers to Cross" campaign, nor did the NAB COO reference them.Hagger took some time to defend and explain the marketing tagline language that may echo internal training."Why are we saying this?" he asked, before going on to explain that "it's the answer to the question: 'what is the role of the bank?'"Hagger added a line that dovetails with his bank's, and the industry's, management of the politics of banking."We think it's time to move beyond the merely transactional - from a focus on T&Cs - that is, terms and conditions - to a focus on T&C - trust and confidence," he said.