Nationwide axes 'difference' line
Nationwide has ditched its 'Proud to be different' strapline after six years as it looks to freshen up its marketing.
The building society has yet to unveil a replacement tagline, but an ad
campaign by Leagas Delaney, set to launch in late summer, will highlight
the change of strategy. Comic actor Mark Benton is likely to continue to
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Nationwide claimed it is happy with its current positioning, but its
head of brand strategy, Peter Gandolfi, added: '(The strapline) has
worked in the past, but we felt it was time to move on.'
Nationwide is the principal sponsor of the England football team, but
with the failure of the squad to qualify for this summer's European
Championships, the building society will be unable to leverage its
association until the qualifying campaign for the 2010 FIFA World Cup
kicks off this autumn.
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