Alliance & Leicester
Project title: Sharpening the Alliance & Leicester brand
The brief
Alliance & Leicester was reorienting its business to focus on the three core services of current accounts, credit cards and loans in the face of increased competitive pressure. AAB’s Brandsmiths were asked to identify a succinct brand essence for the organisation and write a brand presentation boilerplate to bring concise consistency to the three business units.
The solution
Through a series of Gatekeeper interviews with key personnel including research managers, deliverables team and marketing, we were able to draw up a detailed retail proposition review. Having review previous brand definition initiatives, we were able to understand why previous brand expressions and communications styles had succeeded or failed.
The results
We created a brand presentation format and boilerplate template to form the foundations of each unit’s individual brand presentations, including a succinct expression of Alliance & Leicester’s brand essence: ‘Positive Difference’. Our work has helped to reorient marketing messages to deliver a consistent masterbrand message.