Originally formed in 1985, M&S Bank is now operated as a joint-venture with HSBC. The bank operates from its purpose-built headquarters in Chester.
There was a desire to develop a more distinct brand personality for M&S Bank. A strong brand communication idea was sought to act as a foundation for the campaign. The research was also an opportunity to understand perceptions of the M&S Bank brand.
Group discussions with M&S Bank customers and non-customers to understand brand perceptions and explore a number of ideas, communication adcepts and visuals.
There was a strong appetite amongst consumers, for the brand to promote itself more as it was felt to be a credible alternative in the banking market. Response to the preferred communication idea was consistent and worked well, straddling the dual roles of a finance brand rooted in the longstanding master-brand.
The research emboldened the business to the potential of the bank brand and new funding to put a brand campaign into place was quickly secured.