I was looking to write a post on the Santander re-branding, and came across this post in Jonathan Gabay’s excellent blog – ‘Santander brand turns UK high street red’.
My interest in this is how the arena acts as a system. This is 80% a brand communications exercise and poses some very interesting questions, firstly for the UK consumer who will be building their own narrative about the brand values of what is still a new player to them. Existing customers of Abbey and the others will carry forward some brand value perceptions. In the high street, three small brands have been replaced with one large one, which could lead to more ‘room’ for new entrants. And the one big brand will be taking a bigger share of voice from the major players.