Nationwide drops six-year-old strapline

by Alex Brownsell Marketing 14-May-08, 16:45

LONDON - Nationwide has ditched its ‘Proud to be Different' strapline after a run of six years as it looks to freshen up its marketing. Although it has not yet found a replacement tagline, a new campaign is set to launch in late summer to highlight the change.

The high street building society claims it is happy with its current strategy, but its head of brand strategy, Peter Gandolfi, acknowledges: ‘(The strapline) has worked in the past but we felt it was time to freshen up and move on.'

Nationwide is the principle sponsor of the England football team, but with the failure of the squad to make this summer's European Championships the building society will be unable to leverage its association until the 2010 FIFA World Cup qualifying campaign kicks off this autumn.