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Nationwide, the building society, has unveiled a rebrand after 36 years, positioning itself as a modern and confident challenger to traditional banks.
The rebrand is accompanied by the launch of a new brand platform called ‘A good way to bank’, aimed at differentiating Nationwide from its larger competitors.
The first advertisement under this platform emphasizes Nationwide’s commitment to keeping its stores open and features actor Dominic West as an old-school bank manager who dismisses customers’ needs. Richard Warren, Nationwide’s director of brand marketing and experience, describes the campaign as a new chapter for the building society, highlighting its customer focus as it doesn’t have shareholders to answer to.
The campaign is based on research conducted by Nationwide, which found that 63% of people value their local branches, with 40% citing face-to-face service as the main reason.
Warren believes the campaign will resonate with those who feel that big corporations often fail to act in customers’ best interests. To reach a wider audience, the campaign includes television, print, out-of-home (OOH) ads, and audio ads on popular podcasts. The rollout coincides with the premiere of the hero television spot during the Great British Bake Off.
Nationwide’s new brand identity takes center stage in the campaign and is currently being implemented across its 605 high street locations. The brand refresh has been underway since last year when Nationwide retired its long-standing ‘Voices’ campaign after a creative review.
The departure of CMO Sara Bennison, who had been in the role since 2016, signaled a turning point for the brand. Catherine Kehoe, formerly Lloyd’s chief customer officer, assumed the newly created position of chief marketing and corporate affairs officer.
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The redesign and creative aspects of the campaign were developed by New Commercial Arts, while Wavemaker UK, Nationwide’s partner since 2016, handled the media strategy.
By revamping its brand identity and launching a campaign that emphasizes customer-centric values and the importance of local branches, Nationwide aims to position itself as a strong alternative to bigger banks. With its commitment to keeping stores open until at least 2026, Nationwide seeks to differentiate itself and attract customers who value personalized, face-to-face service. The rebrand and campaign reflect Nationwide’s dedication to meeting the needs of its customers in a rapidly changing banking landscape.
