Barclays: Purpose pays

Barclays, a British multinational investment bank, launched a series of purpose campaigns in the UK to regain brand trust and show how Barclays can make a difference through programmes such as LifeSkills.

Campaign details

Brand: BarclaysAdvertiser: BarclaysAgency: Bartle Bogle Hegarty

Introduction

Brand purpose: panacea or placebo?

Few ideas in marketing today can divide a room as quickly as 'brand purpose'. The big names all come down on one side or the other. Keith Weed at Unilever and Dave Lewis at Tesco are advocates, Byron Sharp and Mark Ritson are not (Figure 1).

Figure 1

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