Nationwide’s ad being banned for misleading customers over store closures has left more than a third of consumers feeling more negatively towards the brand.
The building society has brushed aside the ban for “misleading” claims over brand closures, updating its adverts with renewed branch pledge.
After a series of complaints, including from rival Santander, the ASA ruled consumers may be led to believe the building society would not close branches in the long term.
Nationwide’s ad unveiling its rebrand scores within the top 10 percent of consumer banking ads, according to data from effectiveness firm System1.
The world’s largest building society is undertaking its biggest rebrand in almost 40 years. Here’s why 2023 was the moment to do so.
The building society is also launching a new brand platform as it looks to stand itself apart from its bigger, more traditional rivals.
Kehoe replaces former chief product and marketing officer Sara Bennison, who left Nationwide in the beginning of July after six years in the role.
The building society is on the lookout for a new CMO to replace Bennison, who has been chief product and marketing officer at Nationwide since 2016.
Convinced he would never have made it into marketing without an apprenticeship, Nationwide’s Taylor Kellond urges brands to embrace different ways to attract young talent.
After shedding a “higher order” purpose and refocusing the Baileys brand based on customer insights, Diageo has learnt a lot about how to build a distinctive brand consumers love.
Rather than allowing themselves to be pigeonholed as the ‘colouring-in department’, marketers should demonstrate what they deliver for the business, argues Nationwide CMO Sara Bennison.
In a bid to give employees a better work/life balance post-Covid, brands such as Unilever, Nationwide and Henkel are experimenting with new working patterns.
CMO Sara Bennison believes focusing on outcomes, rather than planning, is the best driver for success.
Learn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
By putting rigour into their long-term strategies and adopting an outcomes-focused approach, marketers could create a culture of flexibility, says Nationwide CMO Sara Bennison.