Bank of Scotland (BoS) has
‘refreshed’ its brand and dropped the Halifax-moniker from its
Scotland-based branches as part of a marketing campaign to promote
“traditional values”.
BoS, taken over by Lloyds Banking Group in
2008 following the near-collapse of parent group HBOS in 2008, has
also kicked off a new advertising campaign in Scotland, complete
with a new tagline, ‘With you all the way’.
Go deeper with GlobalData
The new concept will retain the BoS logo
although its typeface will mirror that of Lloyds Banking Group.
The re-branding will be rolled out across the
bank’s branch network in the coming months.
As well as radio, online and print marketing,
it will feature an animated television advert voiced by actor
Dougray Scott, which focuses on financial services for young people
at several stages in their life.
The bank said it wanted to attract customers
by returning to “traditional values of relationship banking,
customer empathy and expertise”.
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By GlobalDataThe Halifax name will continue to be used by
the group’s sister brands in England, including Lloyds TSB and
Cheltenham & Gloucester.
