Subscriber Exclusive 
Starling Bank launches fresh brand platform as its priority shifts to driving salience
The online-only bank has launched a new brand platform, as it believes it has hit its goals around awareness and is now prioritising brand salience.
Starling Bank is launching a new brand platform, ‘The bank built for you’, which switches the emphasis from building awareness to growing salience.
The change of tack, which coincides with the brand’s 10th anniversary, comes as Rachel Kerrone, Starling Bank’s brand and marketing director, says the heavy lifting around increasing familiarity and creating trust among consumers has now been done.
