Barclays: When actions speak louder than words

This case describes a trust-building campaign targeting small and medium enterprises (SMEs) by the UK bank, Barclays, in the aftermath of the financial crisis.

Barclays: When actions speak louder than words

Principal authors: Melanie Arrow and Neil Godber, BBHContributing authors: Terry Fibrence and Jakob Kofoed, Data2Decisions

SUMMARY

In 2010 the small business sector was in turmoil and banks were seen to be at fault. But profitable SMEs are crucial to bank balance sheets. Everyone needed to win them over.

Barclays responded not by following the competition in offering words, but by recognising that the way to regain trust was through action. The resulting 'Barclays Business Take One Small Step Competition' got Barclays out there, on every local high street in the...

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