TSB: Being different in a category where people don't believe different is possible

Jack Farrelly, Rachael Lake and Lori Meakin

This case study describes how TSB, a bank created from the break-up of Lloyds Banking Group in the UK, launched its new brand values to grow the business.

TSB: Being different in a category where people don't believe different is possible

Principal authors: Jack Farrelly and Lori Meakin, Joint; Rachael Lake, Manning Gottlieb OMD

Executive summary

Anyone who has ever sat in focus groups or seen research on trust and brands will know how much people dislike banks, and wish something genuinely different would come along.

So when you are that something different that comes along, it must be pretty easy to clean up, right?

Wrong.

Because people's relationships with banking brands are far from straightforward. In fact, the things they say they hate are often the...

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