A financial services brand makeover
by Leigh Whitnall
Financial Services… sounds dull doesn’t it! Ask the average person on the street what that phrase means to them and the ones that stay awake will struggle for a definition. The trouble with ‘Financial Services’ is that it’s a corporate phrase that has found its way into consumer facing communications.
In the struggle to unite the benefits of credit cards, loans, investments and insurance under one umbrella term, a phrase has been created that means nothing to the consumer. Customers of course, use ‘money’ to buy cars, clothes and holidays, they save and invest ‘money’ and protect the ‘money’ tied up in their belongings with insurance. So when we were asked to rebrand the ‘Financial Services’ section of our client’s retail website, we knew just how to help it resonate with consumers.
N Brown Group, whose catalogues include JD Williams, Oxendales and Simply Be, has turned to Red C to rebrand High and Mighty, which they purchased out of Administration in 2009.
