NS&I: What does brand heritage mean to consumers and does a brand’s heritage resonate in a modern world?

NS&I, a savings bank company, uncovered what brand heritage means to consumers by launching semiotic research to reveal thematic narratives around how heritage is harnessed by brands in the UK.

Campaign details

Brand: NS&IAgency: DiscoveryCountry: UK

Synopsis

NS&I have a long history stretching back to 1861, it's something they've traditionally referenced over the years, but had not recently investigated if talking about it was relevant to consumers.

On the establishment of their new strategy (Inspire & Invest), NS&I wanted to investigate whether heritage has a role for today's consumers, and if so, how best to leverage it. Importantly, given an ageing customer base, they also wanted to start shifting their focus to younger generations. Understanding how to make their heritage relevant for these generations was...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands