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Article: POLITICS OF MARKETING: Marketers will shape face of high street banking.(Viewpoint essay)
- Article from:
- Marketing Week
- Article date:
- November 5, 2009
CopyrightCOPYRIGHT 2009 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The arrival of significant new entrants to the UK retail banking market will serve up a bean feast for the marketing community
Earlier this year, I noted that Reckitt Benckiser had embarked on an unusual, if overdue, corporate rebranding exercise (Blog, 14 July). Unusual because RB had set itself up as a cheerleader for FMCG talent. Capitalising on the implosion in financial services marketing after the credit crunch, it has been trying to persuade young marketers that their future lies not in being the overpaid chief of "flower- arrangement" at some retail bank, but in packaged goods, the motherland of marketing.
It's a good story, credibly told by a ...