West Bromwich Building Society wanted to be more appealing and
Financial services branding and marketing have been rightly
challenged through the credit crunch and growing disaffection with
banks and building societies. However we discovered that
stakeholders have a high regard for West Bromwich Building Society.
The challenge was therefore to make the brand relevant to the
modern world without jettisoning traditional loyalty.
Our solution was to change the name to West Brom and give the
business emotional, as well as rational, appeal. The new
brand identity has been rolled out and well accepted.
This was a case of evolving the brand identity in line with local loyalty and affection."
Guy Lane, Partner, The College