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September 17, 2013 Transcript of #CommsChat on branding in financial services

Last week on #CommsChat, we were joined by @industry_brand and @livinggroup. We discussed the Lloyds/TSB split and the ways in which branding functions within the financial services sector. Some of the highlighted tweets are below:

 

  • @Industry_brand Isn’t this the opportunity for brand and service to be the point of difference?
  • @livinggroup Arguably C&G was a true ‘local’ bank, so their customers may have a better view on what local banking really means
  • @ncardwell T5: Speaking personally, I want to feel good about my consumer choices. Branding helps me identify banks that will give me this
  • @VickiO_C For me in Fin Svs post credit crunch branding more important than ever. Whole industry took hard knock. It’s a tough rebuild 
  • @livinggroup The industry needs to deliver on promises and put the consumer first… they have a chance to rebuild their brands!

See the full hour below:

 

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CommsChat 

I’ll be signing off shortly, but stay tuned for the transcript to be posted tomorrow morning. G’night all! #commschat

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CommsChat 

9pm, that’s all folks! Thanks very much to both  and  for their input tonight #commschat


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Living Group 

The industry needs to deliver on promises and put the consumer first… they have a chance to rebuild their brands! #commschat

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CommsChat 

Any final points about the future of banking comms before we run out of time? #commschat

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Living Group 

 – good point about Intelligent Finance, Smile and Egg – didn’t they all get bought out and the brands vanish? #commschat

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Krishan Lathigra 

 Good point! Brands created during a frenzy of abstract naming, but then left to support & sustain themselves.#commschat

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Neil Cardwell 

RT : Whatever happens, brand will play a huge part in how the industry influences consumer choices #commschat

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Living Group 

Consumers will multi-bank through smaller specialist providers, who may be owned by 4-5 super banks#commschat

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Industry 

 Looking back – whatever happened to Intelligent Finance, Smile and Egg? Who will survive the new switching era? #commschat

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CommsChat 

Just enough time for our final topic: What will the banking brand scape look like in another 10 years? #commschat

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Industry 

 It’s already happening. It’s been driven through changing customer expectations #commschat


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Living Group 

TSB have a real chance to do something truly different and a ready made customer base… time will tell#commschat

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Neil Cardwell 

T5: Speaking personally, I want to feel good about my consumer choices. Branding helps me identify banks that will give me this #commschat

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Living Group 

There’s the opportunity… #commschat

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CommsChat 

MT  in Fin Svs postcredit crunch branding more important than ever. Whole industry took hard knock. It’s a tough rebuild #commschat

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Living Group 

Branding in financial services needs to work even harder than before. Customers are brow-beaten and cynical #commschat

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Vicki O’Connell 

For me in Fin Svs post credit crunch branding more important than ever. Whole industry took hard knock. It’s a tough rebuild #commschat

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CommsChat 

 How long will it take to make that change? Is it happening already? #commschat

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Judy Gombita 

For Canadian banks, they’re all going after the same company/people pool. Branding is how they attract ’em to financial services. #commschat

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Industry 

 Banking had traditionally been operationally driven, in the future it will be service driven – then brand will matter #commschat

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Neil Cardwell 

RT : Time for T5? : What role does branding play in financial services? #commschat

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Living Group 

The differentiation of products and services, the communication of core values and connection with the customer #commschat

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CommsChat 

Time for T5? : What role does branding play in financial services? #commschat

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Living Group 

I’ve sat in a meeting and the difference was very clear… the client even made a joke about it. Can’t say too much more! #commschat

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CommsChat 

What do others think about the Lloyds TSB brand as a particularly ill-fitting one in terms of culture? #commschat

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Neil Cardwell 

RT : TSB will be judged by their customers ultimately… can they provide a great service and competitive products? #commschat

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Living Group 

TSB will be judged by their customers ultimately… can they provide a great service and competitive products? #commschat

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Vicki O’Connell 

 for me 2 different cultures – 2 different views on world & 2 v different strategies neither wrong – just worlds apart #commschat


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CommsChat 

 What were some of the issues with the merger? Why didn’t it fit? #commschat

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Vicki O’Connell 

 as some1 who worked for C&G while BS & then thro merger it just didn’t ever fit with me. I’m true mutuality believer #commschat

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Neil Cardwell 

 My sense (purely from their comms) is yes, but only in time. Not sure ‘established’ banking sector ready for change #commschat

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Living Group 

Lloyds need to do some comms regarding their brand now… where do they sit, post TSB? #commschat

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Industry 

 Yes. Lloyds has always been a premium brand while TSB has been a utilitarian one. Now they can be true to themselves. #commschat

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CommsChat 

Will the brand divorce allow each to show off their true brand personality again? 2/2 #commschat

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CommsChat 

T4 is an interesting one: Was the TSB and Lloyds merger ever a good brand fit? 1/2 #commschat

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Judy Gombita 

Interesting #commschat convo (albeit UK-centric topic) re: branding financial institutions. How is (Canuck) Mark Carney faring as your Guv?

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Montse Cano 

  I’ll be keen to find out. The landscape is full of bad memories & banks trying to change to digital.#commschat

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Living Group 

, Hi Neil, we think there’s space in the market to do something along the lines of Metro and Virgin. Will TSB do this? #commschat


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Industry 

  A good question. Proximity to the customer would suggest a more personal level of service. #commschat

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Neil Cardwell 

Will ‘local presence’ be enough on its own or will it need to ‘mean something’ e.g. local lending, weekend opening etc? #commschat

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CommsChat 

And as a building society, those customers may be more attached to their bank’s brand? #commschat

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Living Group 

Arguably C&G was a true ‘local’ bank, so their customers may have a better view on what local banking really means #commschat

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Industry 

 I guess we’ll all need to wait for evidence of this being put into action beyond just having a local presence #commschat

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Montse Cano 

  What do you think they’re going to use to differentiate themselves? Customer service? Technology? #commschat

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CommsChat 

T3: that have been incorporated into TSB? 2/2 #commschat

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CommsChat 

T3 covers a similar point: What impact do TSB’s communications and branding have on Cheltenham & Gloucester customers 1/2 #commschat

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Montse Cano 

 Apparently, we can now do it in seven days,not a month. So, they’re making it easy. #commschat


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Living Group 

 it certainly is. TSB have played it very safe… is local banking a point of difference? #commschat

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Neil Cardwell 

RT  Isn’t this the opportunity for brand and service to be the point of difference? #commschat

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Industry 

 Isn’t this the opportunity for brand and service to be the point of difference? #commschat

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Neil Cardwell 

RT   In our opinion TSB represents back to basics banking, but is not mould breaking #commschat

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CommsChat 

If that’s the case, will customers be ready and willing to pull the trigger and switch banks? #commschat

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zoemounsey 

Hi Zoe from NZ, as a Lloyds customer didn’t really get much information on what was happening #commschat

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Neil Cardwell 

T2: Alt Q / metric is impact of TSB on other banks? Does it raise the bar/change the environment around PR/ethos/service levels? #commschat

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Living Group 

I think most of the market understands that it uses pretty much uses the same platform as LLoyds and offers very similar products #commschat

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CommsChat 

RT  In our opinion TSB represents back to basics banking, but is not mould breaking #commschat

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Industry 

  In our opinion TSB represents back to basics banking, but is not mould breaking #commschat

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Living Group 

 – it does and TSB in my opinion is not it #commschat

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Amanda Coleman 

 but isn’t it Lloyds in another guise? #commschat

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Living Group 

It’s never been easier to switch banks as of today! #commschat

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CommsChat 

RT  The industry needs another ‘challenger bank brand’. Is TSB the answer? #commschat

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Living Group 

The industry needs another ‘challenger bank brand’. Is TSB the answer? #commschat

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CommsChat 

Regarding competition, T2 is: How long will customers who have been migrated over to TSB give it to decide if they are happy? #commschat

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Industry 

 until now there has only been Metrobank and Virgin providing new competition #commschat

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Industry 

 We think the PR launch has provided a catalyst for discussion about competition #commschat

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Neil Cardwell 

Hi everyone, Neil, currently do in-house PR. Been fascinated by Lloyds/TSB Comms so looking forward to discussion #commschat


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Living Group 

Don’t think they had a choice regarding the delays. The Coop issue didn’t help and ironically exposed another weak balance sheet #commschat

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CommsChat 

The drawn out process + potential buy outs, has made it long, confusing process. Have Lloyds/TSB done anything to mitigate that? #commschat

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Industry 

 Hi everyone Industry here. Glad to join you and looking forward to the discussion #commschat

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Living Group 

I think we all knew it was happening and the values of TSB have been clearly communicated #commschat

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Amanda Coleman 

 Hi Amanda from  – I have been confused as there have been lots of different messages but am not a customer #commschat

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Living Group 

Externally to the press, pretty well. To customers, I’m not so sure having to spoken to one or two #commschat

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CommsChat 

Perhaps some of your are Lloyds or TSB customers, apparently their customer relations materials were VERY different #commschat

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Sam Thomas 

Maybe this will be of interest to #commschat tonight: meet the entrepreneurs revolutionising banking and finance- http://t.co/QLclCXlMya

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CommsChat 

So our first topic tonight is: How effective has Lloyds Banking Group been at communicating the Lloyds/TSB split? #commschat


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CommsChat 

When you join in, please introduce yourself in your first tweet and remember to include the #commschat tag,

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Living Group 

Hi, Duncan Shaw, Group Creative Director at Living – ready for the debate. #commschat

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CommsChat 

We’ll be chatting about branding, financial services and the Lloyds/TSB split. #commschat

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CommsChat 

Hello all, Brittany here. Tonight #commschat is pleased to welcome  and 

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