The lumpen, unadventurous image of NatWest Bank, now a unit of the buccaneering Royal Bank of Scotland, is to be glossed with a £150 million ($237.42m; €220.20m) makeover which it hopes will stem the migration of NatWest clientele to more customer-friendly and competitive rivals.
The new look, minus the current 32-year old NatWest logo, will entice new business and consumer customers with a “raspberry and blueberry” theme developed by brand consultancy The Partners. No mention is made of reducing charges, improving interest rates for investors and borrowers, or reducing customer lines at its counters.
Fifty of NatWest’s 1,650-strong branch network will be resplendent in their milkshake makeover by the end of the summer, the remainder by December this year.
Data sourced from: BrandRepublic (UK); additional content by WARC staff