Rebranding just a comunications issue for Santander?

So, I hear that a PR agency is being sought to manage the consumer launch of rebranding Abbey and Bradford & Bingley to Santander. I have watched this with interest because I wonder if it is a rebranding exercise of the bringing of the Santander brand more visibly to the British high street.

It is always sad to see old brands go but I applaud Santander’s courage. Too many organisations cling to a portfolio of minor brands in the view that there is always some value to be exploited. The result however, is often of a confused offer and mixed messages which are difficult and costly to manage both in financial and human resource terms.

Interesting that they are seeking a PR consultancy and not a branding specialist – it may be that they have already dealt with the brand issues, or it may be they are more concerned with the communications rather than the structure.

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