Norwich and Peterborough is a medium-sized provincial building society – well respected by its members but virtually unknown outside the east of England.
It had a strong culture of financial prudence and, even before the 2008 banking crisis started, it recognised that many people needed help in order to be in control of their money. With a track record of excellent customer service, and (very unusually) its own team of
independent financial advisers, it was ready to meet this need – and so build a much stronger presence in the market.
Wolff Olins helped it to define a clear proposition – to help give customers control of their money through ‘money discipline’. This thought
then inspired and shaped a whole range of innovations, including a ‘money roadmap’ for customer advisers, ‘lifestage’ money guides for important life events, new content for the website – and an exciting new product, yet to be launched.
Backing this up, we recommended modernising the name from Norwich and Peterborough to N&P, and we created a distinctive new brand expression. Using language that is ruthlessly realistic and disarmingly honest, N&P now shows customers how they can be in control of their money in practical, achievable, everyday ways.
The new N&P was unveiled in May 2009 and was immediately well received by customers. The brand has given the organisation a strong sense of purpose and a sharp focus, and is now central to board-level decision making.