The co-operation of brand and product advertising

David Simoes-Brown

Major push launched by the Co-operative Bank on the credit card market, 1996. Objective to generate new (to the bank) customer enquiries.
Agency: Butterfield Day Devito HockneyAuthor: 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....

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