Barclays Wealth – Barclays Wealth Brand Launch (GOLD)
Client: BarclaysBrand: Barclays WealthCampaign: Barclays Wealth brand launchCategory: Product/Service Launch
Barclays owned 5 wealth management businesses1but lacked a powerful brand. Our marketing efforts were fragmented. Furthermore, there was a huge opportunity to disrupt a category lacking brand differentiation. We unified these five businesses into a single coherent brand with a differentiated approach to marketing. In 2 years, Barclays Wealth went from unknown brand with the lowest consideration score to the most preferred brand among affluent prospects. It is now the fastest growing business...