TSB: The power of purpose - Giving the people of Britain the kind of banking they want and deserve

This case study shows how TSB, a financial services brand, improved brand metrics by adopting a purpose-led campaign that defined its business in the UK.

Introduction

'Purpose' is an idea whose time has come.

It should come as no surprise; the economic crisis of 2008 taught us that society pays a heavy price for the pursuit of profit maximisation at any cost.

Consequently, people are demanding that businesses have a positive impact on society.

The concept of 'purpose' has evolved far beyond its CSR beginnings, which saw companies attempting to mitigate activities back in the supply chain, or link up with big charities to manage reputation.

'Doing good' simply meant ofsetting the 'bad' that was an inevitable consequence of doing business.

Purpose today needs to...

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