We have worked with Coutts since 2011 when we were asked to develop a new strategic brand positioning supporting the bank’s geographic expansion into Asian and Middle Eastern markets.
In the context of competing with US and Swiss wealth management firms we developed a brand proposition around the idea of ‘London Banking’.
It is an idea founded on the bank’s long-standing position in the capital. London is the Meridian. It has always been a global hub, a place that looks out to the world.
Global trade historically ‘connected’ here, and as a financial capital it is still a place where business comes together and where wealth has traditionally been safe.
Intended to capture a distinctly cosmopolitan, connected, discreet and perceptive style of banking the positioning informs all brand communications, internally and externally.
Since the original brand strategy brief we continue to work with Coutts on brand activation. This has included internal and external communications planning and messaging, as well as creating branded content for the bank’s digital platforms.