TSB Local banking for Britain: A brand launch like no other

This case study describes how TSB, a new high-street bank created in the UK through divestment, successfully launched by focussing on building trust.

TSB Local banking for Britain: A brand launch like no other

A once in a lifetime event.

2013 witnessed the most extraordinary event in British banking of our lifetime.

To bring more competition to the UK banking market, the EU demanded nearly 5 million customers be carved out of LloydsTSB, and divested into a new brand.

But before we could grow TSB and challenge the market, we had a massive challenge of our own: keeping millions of customers in a new brand they'd barely heard of and hadn't chosen to be part of.1

The EU may have imagined that...

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