A helping rebrand for NatWest

BYLN:

The rebranding of National Westminster Bank as NatWest is an attempt to make the bank less formal and more approachable.

Eventually, all 2,500 NatWest branches will be rebranded. The first to be changed was the Clapham Junction branch which features in the new NatWest ads. NatWest is gradually phasing in the new name on to all its stationery and literature.

The name change is part of the overall strategy to get customers to reconsider the bank, and its range of services, says NatWest’s head of brand communication Ian Schoolar. “We need to encourage people to purchase a wide range of products and services from us. Our view is that National Westminster Bank was standing in the way – both internally and externally – of us being able to make that shift of emphasis,” he says.

Greater attention has also been given to the literature on display in branches. Unappealing leaflets advertising credit card services or mortgages have been replaced by a series of brightly coloured booklets featuring large text and cheerful pictures of bananas, roses and goldfish on the cover. The booklets have been on test in six branches over the past six months where customer pick-up rate has increased by 15 per cent.

Sharon Marshall

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here