Talking Gulliford's language

October 2004
Brand Strategy;Oct2004, Issue 186, p18
Trade Publication
This article presents an interview with Simon Gulliford, Barclay's marketing and communication director at Barclay. Asked about his marketing achievements he said Marketing decision-making gets done on the basis of genuine rigor and commerciality. They have saved a fortune many tens of millions while simultaneously increasing the output of marketing by over 30%. Barclay's marketing function now bears comparison with organizations that have a marketing heritage and it also has credibility among the community of professional bankers. The creative work has given a lens for the organization to look through in terms of the way it connects to customers. He further said about brand loyalty that within banks Barclays does well. There's a strategic dilemma though. Which organization do one trust more, the one that gives one an overdraft or the one that gives one food to put in one's baby's mouth. INSET: Barclays' advertising.


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