Executive Summary
This paper tells the story of Nationwide Building Society acting on our brand purpose in the trickiest circumstances, in the hardest of years, and when it could have cost us dearly.
We exist to build society, nationwide. And we believe in mutual respect for all.
In 2020, witnessing a disturbing rise in violent and abusive behaviour towards our frontline staff, and realising other brands were seeing the same, the marketing team faced a choice.
Ignore it, and continue to focus efforts solely on portraying a perpetually positive, stylised image of the brand through the coronavirus crisis. Or choose...