Co-operative Bank takes a stand with ‘ethical’ brand

The Co-operative Bank is unveiling a new ethical brand to appeal to consumers interested in “green” goods and services. The Stand Up brand will be tested across 16 branches in the Midlands and will be supported by a £1m regional marketing push

The Co-operative Bank is unveiling a new ethical brand to appeal to consumers interested in “green” goods and services. The Stand Up brand will be tested across 16 branches in the Midlands and will be supported by a &£1m regional marketing push.

Stand Up, created by marketing agency Dig for Fire, is designed to reinforce the bank’s ethical positioning. The advertising campaign will ask new and existing consumers to “Stand up⦔ against a variety of issues.

Co-operative Bank marketing director David Newman says: “Ethics have been at the heart of the brand for 12 years but suddenly it’s moving from niche to mainstream, and we felt this was the time to revitalise the message of our credentials.”

Newman hopes Stand Up will appeal to new customers such as students, who are looking to bank “with a conscience”. If the trial is successful, Stand Up will be rolled out across the UK.

The advertising support will begin on TV and cinema in the Midlands region next week. There will also be outdoor advertising. The campaign will focus on how customers can contribute to global campaigns for climate care, human rights, animal welfare and diversity without paying a penny.

Earlier this year parent company Co-operative Finance Services altered its marketing communications stra- tegy to include the strapline “Good With Money” in order to push its ethical credentials (MW February 16).

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