{"id":70372,"date":"2013-11-06T16:01:58","date_gmt":"2013-11-06T16:01:58","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/importance-of-brand-stability\/"},"modified":"2013-11-06T16:01:58","modified_gmt":"2013-11-06T16:01:58","slug":"importance-of-brand-stability","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/importance-of-brand-stability\/","title":{"rendered":"Co-op campaign &#8211; the importance of a stable brand identity"},"content":{"rendered":"<p>When corporations go through periods of upheaval they often choose to make changes to their marketing strategies. Movember recently unveiled the <a href=\"https:\/\/www.strattoncraig.com\/insight\/movember-new-look\/\">\u2018Generation Mo\u2019 rebrand<\/a>, targeting younger generations to widen the appeal of their charity initiative. The Co-operative Bank is seeking to reassure customers that, in spite of changes to its ownership, it remains the UK\u2019s \u2018ethical\u2019 bank.<br \/>\nA significant proportion of the Co-operative Bank\u2019s customers value its ethical investment practices, and numbers swelled following the financial crisis. However, in the face of a huge hole in its finances, 70% of the Co-op will soon be owned by a collection of hedge funds, a change that could unnerve its customer base.<br \/>\nTo maintain the Co-operative Bank\u2019s reputation as an ethical leader in the UK\u2019s banking sector, the Co-operative Group paid for full-page adverts in newspapers on November 4<sup>th<\/sup>. The adverts read: \u2018Ethical banking has always been in our DNA. Now, it\u2019s in our constitution,\u2019 referring to a legally binding ethical code of conduct, which has been added to the Bank\u2019s constitution.<br \/>\nIt remains to be seen whether the Co-op can convince disillusioned customers, but if the Group is to be successful it\u2019ll have to keep its wider communications as on-brand as the adverts. The website for <a href=\"http:\/\/www.co-operativebank.co.uk\/\">Co-operative Bank<\/a> currently has a blue and green colour scheme \u2013 neutral colours that lend themselves to an \u2018ethical\u2019 position. And the written communications focus on inclusivity and establishing trust \u2013 on the website you can learn about \u2018Your Money\u2019, \u2018Your Co-operative\u2019 and \u2018Your Community\u2019.<br \/>\nWe think that Co-op\u2019s continued success depends hugely on its ability to keep this <a href=\"https:\/\/www.strattoncraig.com\/services\/tone-of-voice\/\">tone of voice<\/a> consistent. It\u2019s right that the company\u2019s pushing its ethical credentials, at a time when people will be questioning them, and the niche that Co-op has carved out for itself in the banking sector is one of its most valuable assets.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When corporations go through periods of upheaval they often choose to make changes to their marketing strategies. Movember recently unveiled the \u2018Generation Mo\u2019 rebrand, targeting younger generations to widen the appeal of their charity initiative. The Co-operative Bank is seeking to reassure customers that, in spite of changes to its ownership, it remains the UK\u2019s [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,414],"tags":[],"class_list":["post-70372","post","type-post","status-publish","format-standard","hentry","category-copywriting-us","category-tone-of-voice-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Co-op campaign - the importance of a stable brand identity - Stratton Craig - Global Copywriting &amp; Content Strategy Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/importance-of-brand-stability\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Co-op campaign - the importance of a stable brand identity - Stratton Craig - Global Copywriting &amp; Content Strategy Agency\" \/>\n<meta property=\"og:description\" content=\"When corporations go through periods of upheaval they often choose to make changes to their marketing strategies. Movember recently unveiled the \u2018Generation Mo\u2019 rebrand, targeting younger generations to widen the appeal of their charity initiative. 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