developing a financial services brand
87
The Times. Apple. Nokia. Chubb. Sky. BP. Evaluate the potential for these companies to launch a financial services brand: a bank. Who would you consider to have the most appeal? And how would they go about it?
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Presentation for my final assessment @ Dragon Rouge, Brand Consultants.
Transcript of developing a financial services brand
The Times. Apple. Nokia. Chubb. Sky. BP.
Evaluate the potential for these companiesto launch a financial services brand: a bank.
Who would you consider to have the mostappeal? And how would they go about it?
The Times. Apple. Nokia. Chubb. Sky. BP.
VALUE the POTENTIAL for these companiesto launch a FINANCIAL SERVICES BRAND:A BANK.
Who would YOU consider to have the mostAPPEAL? And HOW would they go about it?
GLOBAL GWP DOWN 1.3%
DEBT £17,000 PER PERSON
GLOBAL GWP DOWN 1.3%
DEBT £17,000 PER PERSON
GLOBAL GWP DOWN 1.3%
FRAUD £1.3bn
What do youwant from afinancialservice?
TRUST
TRUST
REASSURANCE
TRUST
REASSURANCE
SECURITY
SINCE 1818
SINCE 1818
48,000 - 2ml - £1.4bn ANNUAL SALES
SINCE 1818
48,000 - 2ml - £1.4bn ANNUAL SALES
SECURITY & FIRE PROTECTION
TRUST
STRENGTH
INTEGRITY
BRAND PLATFORM
BRAND PLATFORM
BRAND PLATFORM
BRAND PLATFORM
BRAND PLATFORM
STABILITY
STABILITY
ESTEEM
STABILITY
ESTEEM
LOYALTY
SINCE 1785
SINCE 1785
617,483 COPIES PER DAY
SINCE 1785
617,483 COPIES PER DAY
MIDDLE CLASS & BUSINESS DEMOGRAPHIC
JOIN THE DEBATE
JOIN THE DEBATE
ARE YOU MISSING WHAT’S IMPORTANT?
JOIN THE DEBATE
ARE YOU MISSING WHAT’S IMPORTANT?
TOP PEOPLE READ THE TIMES
JOIN THE DEBATE
ARE YOU MISSING WHAT’S IMPORTANT?
TOP PEOPLE READ THE TIMES
WHEN THE TIMES SPEAKS,THE WORLD LISTENS
JOIN THE DEBATE
ARE YOU MISSING WHAT’S IMPORTANT?
TOP PEOPLE READ THE TIMES
WHEN THE TIMES SPEAKS,THE WORLD LISTENS
HAVE YOU EVER WISHEDYOU WERE BETTER INFORMED?
JOIN THE DEBATE
ARE YOU MISSING WHAT’S IMPORTANT?
TOP PEOPLE READ THE TIMES
WHEN THE TIMES SPEAKS,THE WORLD LISTENS
HAVE YOU EVER WISHEDYOU WERE BETTER INFORMED?
SUNDAY ISN’T SUNDAYWITHOUT THE SUNDAY TIMES
CLARITY
CLARITY
CONSISTENCY
CLARITY
CONSISTENCY
CULTURE
SINCE 1990
SINCE 1990
9.3ml SUBS - £5.5ml ANNUAL SALES
SINCE 1990
9.3ml SUBS - £5.5ml ANNUAL SALES
TV, RADIO, HD, BROADBAND & MOBILE
DIRECT MARKETING
DIRECT MARKETING
BRAND COMMITMENT
DIRECT MARKETING
BRAND COMMITMENT
DIFFERENTIATE
ENGAGING
ENGAGING
ACCESSIBLE
ENGAGING
ACCESSIBLE
HUMAN
SINCE 1865
SINCE 1865
12,445 - 150 - £7bn ANNUAL SALES
SINCE 1865
12,445 - 150 - £7bn ANNUAL SALES
38% MARKET SHARE
RESPONSIBLE
RESPONSIBLE
PROGRESSIVE
RESPONSIBLE
PROGRESSIVE
SUSTAINABLE
SINCE 1909
SINCE 1909
4rd LARGEST - 96,000 - 100
SINCE 1909
4rd LARGEST - 96,000 - 100
£5bn BP Alternative Energy
RELEVANCE
RELEVANCE
EASE OF USE
RELEVANCE
EASE OF USE
INNOVATIVE
SINCE 1976
SINCE 1976
800,000 iMACs 139 DAYS - 220ml iPODs -1bn DLs
SINCE 1976
£7bn ANNUAL SALES
800,000 iMACs 139 DAYS - 220ml iPODs -1bn DLs
in conclusion
