Is Your Brand Fit For The Future?

Lida Walsh, Senior Consultant, Head of Solutions

Michael Worledge, Head of Financial Services

What Was Done In The Past?

Aware

Consider

Usage

Loyal

K

N

O

W

L

E

G

E

E

Q

U

I

T

Y

Unique

Strong

Relevant

Familiar

One-Way Communication Complex Surrounding and Interaction

Brand Success

Future relevance

Equity & Knowledge

Vitality

A Model To Measure Brand Sustainability

Past and present brand

Performance+

Brand Penetration

Brand excitement (active interaction and

adoption)

+

Community(co-creation, identification)

Future Needs+

Future Relevance

Strong Compelling

Building Challenging

Future Brand RelevanceSize of bubble = strength of brand vitality (brand energy, excitement, anticipation and good levels of interest)

hi brands® - Brand Sustainability Matrix

Top 10 Brands - hi brands® Scores (Sept 17)

3.

1.

2.

7.

5.

4.

6.

8.

10.

9.

hi brands®: Future Relevance By Category (Sept 17)

9

Airlines

Banking

Broadband

Car InsuranceGambling

Credit Card

Wearable Technology

Energy

Price Comparison Websites

General Retailing

Home Insurance

Mobile Operator

Mobile Phones

Supermarkets

TV

Video Games

future relevance

pre

sen

t eq

uit

y &

kn

ow

led

ge

Size of bubble represents vitality

strong

building challenging

compelling

Connecting With The Target Audience

hi brands®: Brand Sustainability Matrix – Banking (Sept 17)

11

Barclays

Clydesdale Bank

First Direct

HSBC

Lloyds Bank

TSB

M&S Bank

Metro Bank

Nationwide

NatWest

Virgin MoneyPost OfficeRBS

Santander

Co-op Bank

Yorkshire Bank

Halifax

Bank of Scotland

Tesco Bank

future relevance

pre

sen

t eq

uit

y &

kn

ow

led

ge

Size of bubble represents vitality

strong

building challenging

compelling

Lloyds Bank, Barclays & TSB

Overall Sat NPS Score Value as a

cust

Relationship

based on trust

Likelihood to

cont’ to use

Preferred

provider of

choiceOct

‘16

Oct’17 Oct

‘16

Oct’17 Oct

‘16

Oct’17 Oct ‘16 Oct’17 Oct

‘16

Oct’17 Oct

‘16

Oct’17

On the way

up

Lloyds Bank 63% 66% -3 +6 55% 60% 58% 64% 68% 77% 66% 73%

Barclays 61% 64% -2 +2 58% 63% 64% 66% 72% 76% 68% 71%

TSB 63% 71% -4 +12 59% 64% 57% 66% 74% 79% 68% 72%

On the way

down

First Direct 86% 80% +44 +42 73% 68% 74% 68% 87% 86% 86% 85%

Co-Op Bank 64% 61% +1 -2 65% 55% 64% 62% 75% 72% 71% 67%

Varying Bases: 2016 (113 to 659) / 2017 (77-467)NB: Figures shown are top 2 box

hi brands®: Brand Sustainability Matrix – Credit Cards (Sept 17)

14

Santander

American Express

Bank of Scotland

Barclaycard

Capital One

Co-op Bank

First Direct

Halifax

HSBC

John Lewis

Lloyds Bank

M&S Bank

mbna

Nationwide

NatWest

Post Office MoneyRBS

Sainsbury’s Bank

Tesco Bank

Vanquis

Virgin Money

future relevance

pre

sen

t eq

uit

y &

kn

ow

led

ge

Size of bubble represents vitality

strong

building challenging

compelling

Barclaycard

16

The AA

Admiral

Aviva

AXA

Bank of Scotland

Barclays

Churchill

Co-op Insurance

Direct Line

First Direct

Halifax

Hastings

HSBCLegal & General

Lloyds BankLV=

M&S Money

MORE TH>N

Nationwide

NatWest

NFU Mutual

Privilege

RAC

RIAS

RSA

RBS

Saga

Sainsbury’sSantander

Swinton

Tesco

TSB

Zurich

Esure

future relevance

pre

sen

t eq

uit

y &

kn

ow

led

ge

Size of bubble represents vitality

strong

building challenging

compelling

hi brands®: Brand Sustainability Matrix – Home Insurance (Sept 17)

Nationwide & Aviva

18

The AA

Admiral

Aviva

AXA

Bank of Scotland

Barclays

Churchill

Co-op Insurance

Direct Line

Elephant

Esure

First Direct

Halifax

Hastings

HSBC

Lloyds Bank

LV=

M&S Money

MORE TH>NNationwideNatWest

NFU Mutual

Privilege

RAC

RIAS

RSA

RBS

Saga

Sainsbury’s

Santander

Sheila's Wheels

Swift Cover

Swinton

Tesco

TSB

Zurich

Provident

future relevance

pre

sen

t eq

uit

y &

kn

ow

led

ge

Size of bubble represents vitality

strong

building challenging

compelling

hi brands®: Brand Sustainability Matrix – Car Insurance (Sept 17)

M&S Bank & Admiral

Top 10 FS Brands - hi brands® Scores (Sept 17)

3.

1.

2.

7.

5.

4.

6.

8.

10.

9.

(Home Insurance)

(Home Insurance)

(Banking)

(Car Insurance)

(Car Insurance)

(Car Insurance)(Home Insurance)

(Banking)

(Banking)

(Credit Cards)

Lida Walsh, Senior Consultant, Head of Solutions

Michael Worledge, Head of Financial Services

Is Your Brand Fit For The Future?