Brand Development

1. Thestoryofabank
anditsjourneytorenewal
PresentationtoRBS

2. Thatwhichdoesnotkillus
makesusstronger.
Friedrich Nietzsche

3. We’velistenedtoourcustomersandhave
learntsomelessonsthehardway.Butwhat
wehavelearntisclear.Wemustbringabout
anewapproachtobanking…

4. Howshouldwecommunicatethepositive
storyofthenewRBS?

5. Howshouldwepositionandstructurethe
brandsinourportfolioandleveragetheir
relationshipwiththeholdinggroup?

6. Old world New world
Brute force
Driven
Ambitious
Sheer will power
Complexity
Short-term
Risk-taking
Deal-driven
Autocratic
Transactional
Sponsor
Focused strength
Empowerment
Disciplined
Thoughtful
Simplicity
Long-view
Balance
Customer driven
Open
Relationship
Community
“Strategicchangefrom‘pursuitofgrowth’
to‘sustainability,stabilityandcustomerfocus.”
StephenHester,InterimResults,2009

8. Relationships

9. RelationshipsBuild

10. RelationshipsBuildSuccess

11. Relationshipsarebuiltthroughtwowaycommunication.
It’saboutdialoguenotmonologue.

12. ThenewRBSstory
‘RelationshipsBuildSuccess’
Chapter 1
State a clear
ambition
Chapter 2
Co creating
the future
Chapter 3
The future
bank
Act on
our word
Demonstrate
we have
listened and
learnt
Year 1-2
Create
a bond
Achieve a
critical mass
of confidence
Year 2-3
Have cherished
relationships
Deep trust
Year 3-4

13. Chapter1
Firstforthecustomer
DIALOGUE

14. Over40brands...
40millionrelationships...
1unifyingambition...
StrivingtobeNo.1forcustomerservice.
DIALOGUE

15. Weputourcustomersfirst.Welisten,learn
andunderstandwhatcustomersvaluemost.
Thisdialogueenablesustoadaptproactively,
sowecanbetterserveourcustomers.
DIALOGUE

22. Chapter2
Peoplebankonus...

23. Ourcustomersbankonustoprovidesecurity,
supportandgrowthopportunities.

24. Ourpeoplebankonustoprovidearewarding
environmentinwhichtoflourishandgrow.
Investorsbankonustodelivervalueandreturn.

25. Marketsbankonustoprovideinsight
andaccuratereporting.
Theeconomybanksonustokeepthingsmoving.

26. Ultimately,peoplearebankingonus
tobuildthebankofthefuture.

27. “IbankonRBS”

34. Chapter3
Thepeoplebank

35. Thebankthatputspeoplefirst.
Thebankthatisshapedbypeopleforpeople.

36. Thebankthatembraceshumanideals
ofhonesty,serviceandrespect.
Thebankofthefuture.

44. Brandarchitecture

45. Canweleveragethereputationofour
customerfranchises,tohelprestore
thereputationoftheRBSGroup?
Ordoweriskdestroyingvalueincustomer
brandsthroughcontamination?
RBS GROUP
NatWest
Association with RBS
makes the portfolio more
transparent to
shareholders and builds
value in the group
New RBS adds value to
customer franchises
through CSR, financial
strength, shared ethos,
wider career
opportunities and
complementary services

46. Brandarchitecture
Step1 Step2
NatWest is part of the RBS Banking Group.
We are committed to helping enhance your
financial wellbeing. Forty million customers
around the world bank on us.
RBS. People bank on us.
Step3 Step4
Part of
The people bank.
The people bank

47. Personal Banking
(Scotland)
Personal Banking
(England)
Personal Banking
(US)
Commercial Banking Private Banking Insurance
1 Devolved
2 Low Key Endorsed
3 Endorsed
4 Monolithic
A member of RBS Banking Group
A member of RBS Banking Group A member of RBS Banking Group
A member of RBS Banking Group
A member of RBS Banking Group
A member of RBS Banking Group
A member of RBS Banking Group
A member of RBS Banking Group
A member of RBS Banking Group
BANKING GROUP
RBS BANKING
GROUP

48. 1Devolved
Pros
• Minimizesriskofcontamination
• Allowsfranchiseflexibilitytopositionitselftooptimumadvantage
• Minimizesdisruptiontobusinessasusual
• Avoidscostofre-branding
Cons
• HoldingcompanybrandreliantoncorporatecommunicationsandCSR
tobuildprofile–doesnotleveragepowerofconsumerbrands
• FullextentofGroupoperationshidden
• Long-termcostofsupportingmanybrands
• Potentialbarriertomigratingcustomersacrossbrands
1 Devolved
Personal Banking
(Scotland)
Personal Banking
(England)
Personal Banking
(US)
Commercial Banking Private Banking Insurance

49. Pros
• Allowsholdingcompanytoleverageequityinconsumerbrands
• Makesportfoliomoretransparenttoshareholders
• Easesmigrationofcustomersbetweenbrands
• Providessteppingstonetounifiedbrandarchitecture
• StrategyalreadybeingimplementedoutsideUK
Cons
• Riskofcontaminationanddestructionofvaluesubsidiarybrands
• Involvescostofre-signing/re-branding
• Doesnotmaximizelong-termcostssavingsofcompleterationalization
3Endorsedbrand
Personal Banking
(Scotland)
Personal Banking
(England)
Personal Banking
(US)
Commercial Banking Private Banking Insurance
3 Endorsed
A member of RBS Banking Group A member of RBS Banking Group A member of RBS Banking Group
A member of RBS Banking Group

50. Pros
• Signalschangeandcommitmenttore-buildingthebrandaroundanewidea
• Signalsonecompanymentality
• Allowsinvestmenttobefocusedinbuildingasinglebrand
• Allowsfullsynergiestobeexploited
Cons
• Shorttermcostsofre-branding
• RequiressignificantinvestmentincorporatecommunicationsandCSR
toexplaintherelationshipandoff-setpotentialnegativesofassociation
• Involvescostofre-signing/re-branding
4Unifiedbrand
4 Monolithic
Personal Banking
(Scotland)
Personal Banking
(England)
Personal Banking
(US)
Commercial Banking Private Banking Insurance
A member of RBS Banking Group

52. Relationships

53. RelationshipsBuild

54. RelationshipsBuildSuccess

55. Thankyou