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