Barclays Wealth - Barclays Wealth brand launch

Barclays owned five wealth management businesses in a category with little brand differentiation. Merging these into one unit, Barclays Wealth, made promoting it easier as a single defensible brand.

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...

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