Bank of Scotland refreshes brand to stress “traditional” values

Bank of Scotland (BoS) has unveiled a new logo and will launch a major multimedia and in-branch campaign that aims to reassert the bank’s “traditional” values in the wake of its 2008 sale to Lloyds Banking Group.

Those involved say the activity is designed to “reinvigorate” the bank brand, Scotland’s oldest, and will focus on its customer-focussed proposition.

The Bank of Scotland was bought, as part of HBOS, by Lloyds in 2008 after spiralling debts led to its near failure. Despite coming under pressure from Brussels to sell-off some of its businesses, Lloyds Banking Group has stated it will keep the BoS brand.

Halifax branded savings and mortgages products that were offered to BoS customers will be rebranded under the Scottish bank’s name, while any in-branch Halifax marketing will be removed. A spokesman says the move follows research that found that the BoS name had the “strongest resonance in Scotland”.

The television, outdoor, press, online and radio activity uses the strapline “with you all the way” and pushes the bank’s relationship banking.

A television advertisement, voiced by Scottish actor Dougray Scott, features a young couple getting married, buying a home and starting a family while reminding viewers that the bank understands that “you never know where the next road will take you”.

Archie Kane, group executive director for Scotland claims the campaign focuses on what it has “always done best”, namely “building strong, trusting relationships”.

“This is not about re-inventing the Bank of Scotland brand but allowing our customers to re-discover it, he adds.

Bank of Scotland branches are also to given a “fresh look” over the coming months.

The campaign breaks in Scotland on 30 January. It was created by RKCR/Y&R, while media planning and buying was handled by Mediaedge: cia. Rufus Leonard redesigned the logo and worked on the in-branch campaign.


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