Slogan Doctor: Lloyds TSB: 'For the journey'

Banks have changed radically in the past year, with most now propped up by public money.

by John Morrish
Last Updated: 31 Aug 2010

Lloyds TSB is no exception, yet its marketing fails to acknowledge the new realities; its slogan, 'For the journey', is from happier days. First used in early 2007, it was devised by Rainey Kelly Campbell Roalfe/Y&R, following a brief from Lloyds TSB's new marketing director Nigel Gilbert, who sought to 'reboot' the brand. It was introduced in an animated commercial showing a train-ride through the stages of life, expressing Lloyds TSB's strategy of building lasting relationships with its customers. A Julie Walters voice-over told us that 'Every day, we are helping our millions of customers get to where they want to go in life'. The 'journey' metaphor is unfathomably ancient and suggests an active involvement with events, approached with purpose rather than experienced as one damn thing after another. The slogan flatters Lloyds TSB's customers but says nothing about the bank, except that it's there for the long haul: let's hope so.

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