SlideShare a Scribd company logo
1 of 1
Download to read offline
FIRST DIRECT:         Richer customers     In the late 1980s, Midland Bank (now HSBC) – dogged by third world

A MILLION
ADVOCATES
                         Banking to suit




                                           a brand to deliver all this, with a different kind of name – First Direct




                     Most recommended




                                           recommendation. Today First Direct has a loyal base of 1.2 million




Wolff Olins

+44 20 7713 7733
+1 212 505 7337
+9 7144 01 9581
www.wolffolins.com                         © 2009 Wolff Olins Limited. All rights reserved.

More Related Content

More from Wolff Olins

WOLFF OLINS ON BRAND 2011
WOLFF OLINS ON BRAND 2011WOLFF OLINS ON BRAND 2011
WOLFF OLINS ON BRAND 2011
Wolff Olins
 
Unilever Case Study
Unilever Case StudyUnilever Case Study
Unilever Case Study
Wolff Olins
 
Tata DOCOMO Case Study
Tata DOCOMO Case StudyTata DOCOMO Case Study
Tata DOCOMO Case Study
Wolff Olins
 
Southbank Centre Case Study
Southbank Centre Case StudySouthbank Centre Case Study
Southbank Centre Case Study
Wolff Olins
 
Sony Ericsson Case Study
Sony Ericsson Case StudySony Ericsson Case Study
Sony Ericsson Case Study
Wolff Olins
 
New Museum Case Study
New Museum Case StudyNew Museum Case Study
New Museum Case Study
Wolff Olins
 
Mercedes-Benz Case Study
Mercedes-Benz Case StudyMercedes-Benz Case Study
Mercedes-Benz Case Study
Wolff Olins
 
Macmillan Cancer Support Case Study
Macmillan Cancer Support Case StudyMacmillan Cancer Support Case Study
Macmillan Cancer Support Case Study
Wolff Olins
 
London 2012 Case Study
London 2012 Case StudyLondon 2012 Case Study
London 2012 Case Study
Wolff Olins
 
Liverpool ONE Case Study
Liverpool ONE Case StudyLiverpool ONE Case Study
Liverpool ONE Case Study
Wolff Olins
 
Littlewoods Case Study
Littlewoods Case StudyLittlewoods Case Study
Littlewoods Case Study
Wolff Olins
 
Ilori Case Study
Ilori Case StudyIlori Case Study
Ilori Case Study
Wolff Olins
 
Heathrow Express Case Study
Heathrow Express Case StudyHeathrow Express Case Study
Heathrow Express Case Study
Wolff Olins
 
Frito-Lay TrueNorth Case Study
Frito-Lay TrueNorth Case StudyFrito-Lay TrueNorth Case Study
Frito-Lay TrueNorth Case Study
Wolff Olins
 

More from Wolff Olins (20)

Then, Now, Next
Then, Now, NextThen, Now, Next
Then, Now, Next
 
WOLFF OLINS ON BRAND 2011
WOLFF OLINS ON BRAND 2011WOLFF OLINS ON BRAND 2011
WOLFF OLINS ON BRAND 2011
 
Very Case Study
Very Case StudyVery Case Study
Very Case Study
 
V&A Case Study
V&A Case StudyV&A Case Study
V&A Case Study
 
Unilever Case Study
Unilever Case StudyUnilever Case Study
Unilever Case Study
 
Tate Case Study
Tate Case StudyTate Case Study
Tate Case Study
 
Tata DOCOMO Case Study
Tata DOCOMO Case StudyTata DOCOMO Case Study
Tata DOCOMO Case Study
 
Southbank Centre Case Study
Southbank Centre Case StudySouthbank Centre Case Study
Southbank Centre Case Study
 
Sony Ericsson Case Study
Sony Ericsson Case StudySony Ericsson Case Study
Sony Ericsson Case Study
 
NYC Case Study
NYC Case StudyNYC Case Study
NYC Case Study
 
New Museum Case Study
New Museum Case StudyNew Museum Case Study
New Museum Case Study
 
Mercedes-Benz Case Study
Mercedes-Benz Case StudyMercedes-Benz Case Study
Mercedes-Benz Case Study
 
Macmillan Cancer Support Case Study
Macmillan Cancer Support Case StudyMacmillan Cancer Support Case Study
Macmillan Cancer Support Case Study
 
London 2012 Case Study
London 2012 Case StudyLondon 2012 Case Study
London 2012 Case Study
 
Liverpool ONE Case Study
Liverpool ONE Case StudyLiverpool ONE Case Study
Liverpool ONE Case Study
 
Littlewoods Case Study
Littlewoods Case StudyLittlewoods Case Study
Littlewoods Case Study
 
Ilori Case Study
Ilori Case StudyIlori Case Study
Ilori Case Study
 
Heathrow Express Case Study
Heathrow Express Case StudyHeathrow Express Case Study
Heathrow Express Case Study
 
GE Case Study
GE Case StudyGE Case Study
GE Case Study
 
Frito-Lay TrueNorth Case Study
Frito-Lay TrueNorth Case StudyFrito-Lay TrueNorth Case Study
Frito-Lay TrueNorth Case Study
 

First Direct Case Study

  • 1. FIRST DIRECT: Richer customers In the late 1980s, Midland Bank (now HSBC) – dogged by third world A MILLION ADVOCATES Banking to suit a brand to deliver all this, with a different kind of name – First Direct Most recommended recommendation. Today First Direct has a loyal base of 1.2 million Wolff Olins +44 20 7713 7733 +1 212 505 7337 +9 7144 01 9581 www.wolffolins.com © 2009 Wolff Olins Limited. All rights reserved.