In an attempt to differentiate its various
retail brands,
Lloyds Banking Group (LBG) has set up a new
centralised branding and marketing team.
The new structure is designed to build strong
relationship brands with specific cultures and campaigns,
effectively manage a portfolio of brands into distinctive positions
in the market, and will aim to ensure operational efficiency across
the marketing and communications functions of Lloyds.
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The new team will work across LBG’s
Lloyds TSB, Halifax, Bank of Scotland, Scottish Widows and
Cheltenham & Gloucester brands. Brands and marketing director
Catherine Kehoe will lead the team. She was previously the head of
marketing for Lloyds TSB.
Brand strategy, customer proposition
development, marketing planning, communication planning, campaign
execution, channel marketing and marketing operations are the
team’s focus areas.
“This evolution allows us to create a brand
management centre of expertise for Lloyds and we will continue to
evolve,” Kehoe said in a statement.
As a starting point, Halifax will announce a
revitalised, challenger brand image, with an aim to ‘shake up
banking on the high street’, representing a new era in its
signature campaigns. Halifax’s relaunch will take off with a new TV
advertisement in mid September.
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