RBS Group had to make a bold change in its marketing as the old way was ‘fucking up’ its brands, CMO David Wheldon says, as he launches an ambitious new strategy for NatWest that prioritises taking accountability for its own actions, whether good or bad.
Following a rebrand in Scotland, a new brand and repositioning in England, and a revitalisation in Ireland, can RBS successfully transition from a branded house to a house of brands?
RBS CMO David Wheldon has cautioned marketers against jumping on every new trend and tool and advised them to instead focus on the most important aspects of marketing – building and maintaining a distinct brand and understanding the consumer.
I have been in this business for more than 30 years and one thing I have seen increase significantly in that time is the importance of advocacy, both from customers and colleagues.
Short of Enron and the occasional dark chapter from Big Tobacco, you would struggle to find a more challenging branding saga than that of The Royal Bank of Scotland group.
RBS has appointed Barclays’ David Wheldon to the newly created role of chief marketing officer as it looks to become the most trusted bank by 2020 by changing customer perceptions.
A year ago, the state-owned Royal Bank of Scotland (RBS) Group unveiled its ambition of being the most trusted bank by 2020. Although some progress is evident, there is still a long way to go.
Royal Bank of Scotland says it is making progress in achieving its objective to become the “most trusted” UK bank by 2020 with net promoter scores up across its brands but admits legacy conduct failings mean it still has a long way to go to restore lost faith.
The Royal Bank of Scotland is ditching the RBS name from its branding in Scottish branches in an attempt to “reconnect with its heritage” in its home country and distance itself from its recent troubled past.
Royal Bank of Scotland has given the clearest sign yet of what the branding strategy for the Williams & Glyn bank band will be by revealing its logo.
Royal Bank of Scotland is to pull advertising for offers such as zero balance transfers to entice credit card customers to switch straight away following the decision to offer existing customers the same incentives as prospective customers.
Royal Bank of Scotland (RBS) has set itself the target of being the “most trusted” bank in the UK by 2020, one of several measures the state-owned banking group has outlined today (27 February) aimed at “serving customers better”.
RBS head of channel marketing and Data Strategy Awards judge Philip Sheehy discusses the importance of bringing in external data sources to complement a company’s own customer research.
The Royal Bank of Scotland has apologised and promised to compensate anyone left ‘out of pocket’ after a computer glitch meant customers were unable to make purchases on one of the busiest shopping days of the year.
It’s difficult to find anything nice to say about any of the British banking brands, so let’s not bother. Instead, let’s examine two rogues from a gallery of options, both of whom are currently sharing the limelight. In the red corner I give you The Co-operative Bank and in the blue, The Royal Bank of Scotland.