Talking Cats And Market Leaders

Barclaycard's new advertising campaign appeared in the papers this weekend.  In theory I should be a sucker for it.  I like debt.  I like cats.  I even worked on the Barclaycard account in my early days in the industry.  Bring all that together and I should be theirs for the taking.  But Barclaycard are playing a dangerous game with their advertising voice and with the standing of their brand.  Barclaycard hasn't had a consistent brand for a decade.  Initially it was understandable as new card launches and the advent of balance switching made their old Rowan Atkinson-fronted 'gets you out of trouble' positioning feel dated.  Brands, especially service brands, sometimes need to find their feet and reposition for a changed market. It appears that ten years later Barclaycard has yet to find its feet.  I'm concerned that Barclaycard is enjoying its lack of a positioning.  How tempting to lead with the offer and just make the public laugh.  But what happens when Barclaycard realises that constant new campaigns dilute its media spend? Or when Barclaycard needs to do something important?  Or when the offers run out?  Brand owners might enjoy the temporary expediency of working without a market position.  But their brands will never achieve any kind of brand leadership without one.   

Comments

[Will]

I'm just amazed no-one thought about the 'fat cat' banker parallel, to be honest.

Not a fan, and like you Tom, I do wonder what Barclaycard stands for.

HSBC (though I don't like the recent stuff) and Halifax are the masters of banking continuity.

[Sonja]

Poor old Barclaycard. Sadly for what was a great brand I think they've got a whole plethora of issues. Since Rowan Atkinson the whole credit card market has become so massively commoditised, that it desperately needs a brave marketeer to 'disrupt' the category and inject some brand value again - and they don't really have any bravery in their marketing team.

As a business Barclays relies on its scale to make alot of money on some very average offers and rates, which works for current accounts because of the apathy people feel towards switching banks - but is unlikely to hold much sway in a market now populated almost entirely by rate whores.

What's most sad is that the marketing team at Barclays prefer to paper over the lack of a clear strategy, point of view, or compelling product offer, with some second rate, Saturday night, ITV humour.

[Idetrorce]

very interesting, but I don't agree with you
Idetrorce