Agency: Butterfield Day Devito Hockney | Author: David Simoes-Brown |
The co-operation of brand and product advertising
This paper sets out to show how a strong and distinctive bank brand allied to thorough campaign preparation can help sell products at a rate out of all proportion to the size and market share of the bank in a static yet fiercely competitive market.
MARKET BACKGROUND - A SMALL PLAYER WITH BIG ASPIRATIONS
The Co-operative Bank has historically been a relatively small player in the UK banking market with correspondingly small shares of the current account and credit card sectors....