10/04/2007 08:57:10 PM 
(2) 
(2) In 2006, Barclays Bank in the UK undertook an interesting experiment to try and transform the branch experience.
While most typical branch enhancements revolve around design, this transformation was all about language.
The objective was to use the materials in branch to forge a new conversation based on new language. The goal was to move from the old world of bank as powerful, but patronizing to a bank that's more approachable and human.
The whole exercise was illustrated by the shift from chained black pens to free pens with slogans.
Posted by Ed Cotton
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I agree with the comment about superficial actions, clearly there needs to be substance to any brand effort. There would be nothing worse for Barclays if there's a disconnect between the brand voice and the brand experience. One has assume that Barlclays worked hard to make sure those were aligned- with training etc.
Posted by ed cotton on 10/05/2007 01:36 PM
I agree with the comment about superficial actions, clearly there needs to be substance to any brand effort. There would be nothing worse for Barclays if there's a disconnect between the brand voice and the brand experience. One has assume that Barlclays worked hard to make sure those were aligned- with training etc.
Posted by ed cotton on 10/05/2007 01:36 PM
It appears you don't have Flash installed.
Seems to me that there's nothing worse than making a few superficial changes such as these and expecting a significant uplift in brand perceptions. Making a company SEEM more approachable by changing a few signs etc. is one thing. Changing the organisation's culture, particularly that of frontline staff, is quite another. And yet that's what's needed to change the way a brand is perceived. And no amount of giving away free pens can take away from the fact that banks remain a dominant force in people's lives.