Slogan Doctor: Abbey - 'More ideas for your money'

On the face of it, the slogan introduced by Abbey in May 2005 is a bit dreary. Abbey was not always so straight-laced. This financial institution gave us 'Get the Abbey habit' (still a favourite of the headline-writers), and 'Abbey endings', with dear old Lionel Bart. The new line is simple but not unsubtle.

by John Morrish
Last Updated: 31 Aug 2010

WCRS, which devised it, has included a slight grammatical instability that gives it a bit of a lift. On the one hand, Abbey is offering 'More ideas for your money'; on the other 'More ideas for your money'. The content, too, has moved on. Once there was a moralistic edge. If you got the Abbey habit, you'd be doing what was good for you without extracting any pleasure from it: saving was a good habit, like changing your socks. Now, consumers expect more: they buy shares; they read the personal finance pages; in some, more tragic cases, they listen to Radio 4's Money Box. If someone's got some ideas for what to do with their money, they want to hear them. Abbey just has to think of some.

Find this article useful?

Get more great articles like this in your inbox every lunchtime

A mini case study in horizon scanning

Swissgrid has instituted smart risk management systems for spotting things that could go wrong before...

Interview ghosting: Stop treating job seekers like bad dates

Don’t underestimate the business impact of a simple rejection letter.

5 avoidable corporate disasters

And the lessons to learn from them.

Dressing to impress: One for the dustbin of history?

Opinion: Businesswomen are embracing comfort without sacrificing impact. Returning to the office shouldn't change that....

How to motivate people from a distance

Recognising success in a remote or hybrid environment requires a little creativity, says Insight SVP...

What pushy fish can teach you about influence at work

Research into marine power struggles casts light on the role of influence and dominant bosses...