Going through a re-brand is tough for any company but when that company is a bank; one that’s trying to shake off the other half of its name following some dodgy press over the last eight years or so (think bankers crash, PPI claims, one failed sale etc.) it can be even trickier.
So it’s no surprise to hear TSB (yes those formerly of Lloyds animated pampered hamster fame) is spending a whopping £30 million to launch itself as a new brand. Of course wheeling out Sir Patrick Stewart, however awesome he is, for the centrepiece video can smack a little of desperation but HSBC does have Michael Gambon voicing its adverts who we’ve noticed recently sounds a lot like the Rt Hon Peter Mannion ‘MP‘…
Anyway – a campaign that covers all bases is always going to be a challenge so Picard jokes in the headline aside how is TSB hoping to draw customers back in? Well they just want to say Hello of course. With a full-blown ad campaign not due until next year there have been some subtle changes already in branches of Lloyds/C&G – subtle like changed signage with #HelloTSB etc. on them. The focus of the campaign is on heritage, local banking the way it used to be before all the mergers, the profits and the extra costs. But we’ve got a niggle. Just as it’s always been the case of same shit, different day are we not just staring into the abyss of same bank, different name?
When it comes to PR, marketing and re-branding it’s all very easy to come up with a concept and talk the talk but if you’re not also committed to walking the walk £30 million is an awful lot of wasted cash on a concept. Not to mention causing us to break out into an article of cliches. We’ll be reserving judgement on TSB as a whole but until that point comes we’re going to enjoy seeing what they and agency Joint have spent all that cash on. Because even if the bank doesn’t win any hearts, customers or awards the campaign just might.
Angharad is a former radio journalist balancing a career in PR with an insatiable writing habit that spans more topics than she can count on her smaller-than-average hands. She's passionate about the media, women's rights and politics with a love of travel, culture, entertainment and all things lifestyle on the side. Interests include prolific online shopping (bit of a reputation in the office), musicals, dinosaurs (be honest, they're awesome) and tweeting anything and everything from @Welsh_PR