Brand and Customer Proposition Development

Issue

• UK Retail Bank needed to re-invigorate both its customer proposition and brand communications, against a backdrop of credit crunch consumer cynicism

Response

• Appointed Functional Lead for Brand and Customer Development teams.
• Reviewed sponsorship investments and developed the propositions team
• Developed brand campaign adapting messaging to rapidly changing consumer demands
• Conducted customer insight work to inform propositions in post-credit crunch world
• Appointed new brand agency and established market measurement models

Results

• New product and service proposition launched to market
• >5:1 investment return on £2M sponsorship investments 
• Achieved ‘most trusted’ financial services brand 
• Achieved Business Super Brand status
• Exceeded customer membership recruitment targets by circa 30%.