BRAINFOOD: The Slogan Doctor - Halifax; Always giving you extra

The roots of this slogan go back to 1979, when Halifax plc was the Halifax Building Society. Back then, it wanted a slogan that emphasised its name: how many other British towns end in X? From X came Xtra, then 'Get a little Xtra help'. And that's what building societies did in 1979. They helped you buy your home; they helped your nest-egg grow. For 20 years, that was good enough. The X, the Xtra and the slogan all became trademarks, although by 1999, the line was 'Get a little extra help'. When it comes to X, it seems, you can have too much of a good thing. But then the building society became a bank, and 'help' had to go: it cast the customer as needy.

by John Morrish
Last Updated: 31 Aug 2010

To accompany its expensive new commercials, featuring the 'extra-ordinary' talents of the bank's staff, ad agency DLKW changed the slogan to 'Always giving you extra'. Not because you needed it, but because you wanted it.

Welcome to 21st-century banking. Not greedy, but greed-aware.

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